HSDPA 서비스 수용 및 사용의도의 영향요인에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

ABSTRACT

Korea holds the steadfast status as a global leader in the field of information technology, though it was late in the industrialization. Especially in the information communication technology, it has made repeated rapid growth with the global standardization of national technologies such as WiBro and DMB, and with success in the world's first commercialization of CDMA. The number of subscribers to mobile communication services has been greatly increasing, affected by the government's activation policy focused on network investments, intense promotion strategy of the late-starters, sales promotion of handled device subsidies, etc. HSDP service, which has begun nationwide network service since the year 2007, will be expected to take the lead hereafter in the national mobile service technologies.
But the ARPU from HSDP has not greatly increased, despite of the rapid increase in subscribers to HSDPA service. The understanding of the reason that the increase in the subscription to HSDPA service doesn't result in the increase in its use is important for the national brand image as 'IT Strong Power Korea' as well as to each individual service provider.
The purpose of this study is to examine the factors affecting the intention to adopt and the intention to use HSDPA, the new 3.5 generation communication service, and to analyze the relation between the two intentions, based on previous studies on the technology acceptance.
This study is built on the research design with the following research questions. First, what is the factor affecting HSDPA service adoption? Secondly, what is the factor affecting HSDPA service use intention? And third, there is the significant difference between the service adoption and the actual use, and what is the relation between the two intentions?
The hypotheses for this study are as follows.

H1a: The more experienced an individual is in using wireless mobile communication service, the more significant positive effect it will have on the adoption intention.
H1b: The more experienced an individual is in using wireless mobile communication service, the more significant positive effect it will have on the use intention.
H1c: The more innovative an individual is, the more significant positive effect it will have on the adoption intention.
H1d: The more innovative an individual is, the more significant positive effect it will have on the use intention.
H1e: The more self-efficacious an individual is, the more significant positive effect it will have on the adoption intention.
H1f: The more self-efficacious an individual is, the more significant positive effect it will have on the use intention.

H2a: The less service cost an individual perceives, the more significant positive effect it will have on the adoption intention.
H2b: The less service cost an individual perceives, the more significant positive effect it will have on the use intention.
H2c: The more subsidy an individual perceives, the more significant positive effect it will have on the adoption intention.
H2d: The more subsidy an individual perceives, the more significant positive effect it will have on the use intention.

H3: The service adoption will have a significant positive effect on the use intention.

The results of questionnaires executed from April 30, 2009 to May 14, 2009 verified the research hypotheses based on the research design. The 264 well answered data among total of 266 surveys were chosen for analysis with unsuitable two answers excluded. The data got through regression analysis and multiple discriminant analysis by the program SPSS(ver. 16.0).
The results of the verification of hypotheses in this study are as follows. Accepted are hypothesis H1a that the more experienced in using service, the more significant positive effect on the adoption intention, hypothesis H1c that the more innovative, the more significant positive effect on the adoption intention, hypothesis H2a that the less service cost perceived, the more significant positive effect on the adoption intention, and hypothesis H2c that the more subsidy perceived, the more significant positive effect on the adoption intention. But rejected is hypothesis H1e that the more self-efficacious, the more significant positive effect on the adoption intention.
Accepted are hypothesis H1b that the more experienced in using service, the more significant positive effect on the use intention, hypothesis H1f that the more self-efficacious, the more significant positive effect on the use intention, and hypothesis H2b that the less service cost perceived, the more significant positive effect on the use intention. But rejected are hypothesis H1d that the more innovative, the more significant positive effect on the use intention, and hypothesis H2c that the more subsidy perceived, the more significant positive effect on the adoption intention.
And accepted is hypothesis H3 that the service adoption will have a positive effect on the use intention.

The meaning and suggestion of this study are as follows. First, this study classifies apart the factor affecting the adoption intention and that affecting the use intention, while most of existing studies have usually dealt with the intention to adopt the new mobile communication service. This study is significant in inducing customers' active use based on the result from examining the difference between the factors affecting HSDPA service adoption and use intention, and analyzing the relation between the two intentions from various angles.
Secondly, this study provides the framework for segmenting customers of the HSDPA service market. It classifies customers into four groups according to the high and low of the adoption intention and use intention, and examines the adoption intention factor and the use intention factor of each group. This basis of classifying groups is significant in providing future mobile communication providers with the framework for market segmentation.
Third, this study examines the effect the subsidy has on the market. The research results show that the handled device subsidy have little effect on actual service use, though it is positive in speeding up HSDPA service diffusion in a short term, because it appears to affect only the adoption intention. They suggest that the subsidy is no more effective help to service providers in more urgent need to increase ARPU than to increase adopters, while it is an effective strategy for late starters increasing adopters.
Forth, perceived service cost proves to be a factor affecting both adoption intention and use intention, which suggests the need of service goods of various costs and bundling goods, with elasticity of service cost for mobile communication demand, of income, and of substitution with the wire telephone into consideration.
And fifth, the multiple discriminant analysis was applied for estimating the group which new measuring objects will belong to. And the result is significant in estimating the group according to the strength of the adoption intention and use intention of customers newly adopting HSDPA service.

The research assignment for this study to take hereafter is as follows. First, it is necessary to research other external variables in addition to individual characteristics and media cost variable affecting HSDPA service adoption and use intention. Secondly, it is necessary to examine the wider range of sample, considering the present trend of HSDPA service extension. This study excludes from the sample teenage users, one axis of HSDPA service users. And third, it is possible to suggest the result from understanding of changing causality under longitudinal research, considering the speed of mobile communication growth.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 목적 1
• 제 2 절 연구의 범위 5
• 제 3 절 연구의 구성 5
• 제 2 장 이론적 고찰 7
• 제 1 절 HSDPA 서비스 이론 연구 7
• 1. 이동통신 서비스의 발전과정 7
• 2. HSDPA의 개념 9
• 3. HSDPA의 특징 10
• 4. 국내 HSDPA 시장 현황 14
• 제 2 절 기술수용에 관한 선행연구 18
• 1. 혁신확산이론 18
• 2. 합리적 행동이론 21
• 3. 기술수용이론 22
• 4. 계획된 행동이론 25
• 제 3 절 신규 통신서비스 수용에 관한 선행연구 27
• 제 4 절 외부변수로서 개인 특성을 도입한 선행연구 30
• 1. 자기효능감에 관한 연구 31
• 2. 이용경험에 관한 연구 32
• 3. 혁신성에 관한 연구 33
• 4. 인구통계적 변수에 관한 연구 34
• 제 5 절 외부변수로서 매체비용 특성을 도입한 선행연구 35
• 1. 인지된 비용 35
• 2. 단말기 번들링 36
• 제 3 장 연구모형과 가설설정 41
• 제 1 절 연구문제 41
• 제 2 절 연구모형 42
• 제 3 절 연구가설 48
• 1. 개인특성변수와 가입의향, 이용의향 48
• 2. 매체비용변수와 가입의향, 이용의향 50
• 3. 가입의향과 이용의향 52
• 제 4 절 연구변수의 조작화 53
• 1. 자기효능감 53
• 2. 이용경험 54
• 3. 혁신성 55
• 4. 인지된 비용 55
• 5. 보조금 56
• 6. 가입의향과 이용의향 57
• 제 5 절 자료수집 방법 58
• 1. 표본집단의 구성 및 자료수집 58
• 2. 예비조사 59
• 제 4 장 자료분석 및 연구결과 60
• 제 1 절 표본집단의 통계적 특성 60
• 제 2 절 타당성 및 신뢰성 평가 63
• 1. 신뢰성 검증 63
• 2. 타당성 검증 65
• 제 3 절 연구결과 68
• 1. 다중공선성 확인 68
• 2. 연구가설 검증 70
• 제 4 절 연구결과의 검토 및 분석 74
• 1. 가입의향과 이용의향의 상관관계 분석 74
• 2. 가입의향과 이용의향이 모두 높은 응답자 분석 80
• 3. 고 가입의향, 고 이용의향과 저 가입의향, 저 이용의향의 비교 85
• 4. 가입의향이 높은 응답자와 이용의향이 높은 응답자의 비교 86
• 5. 다중판별분석의 적용 90
• 제 5 장 결론 97
• 제 1 절 결과의 요약 97
• 제 2 절 연구의 의의 106