DMB(Digital Multimedia Broadcasting) Service로의 전환의사에 미치는 영향 요인에 관한 연구

Abstract

Mobile service in Korea has been judged to pass initial adoption phase and moved into the post adoption stage. However, few studies have been conducted to investigate post-adoption behavior of mobile service users. Recently, DMB(digital multimedia broadcasting) service, one of the up-to-date mobile service, went on the air. The purpose of this study is to examine factors that affect consumers' switching intention to new DMB service and the purchase intention. As a mobile service user patterns, new users were classified into utilitarian service users and hedonic service users. this study focused on which service users are more likely to intend to switch on the switching intention to new DMB service between utilitarian service users and hedonic service. Data were collected from April 29 to May 9 in Gwangju City with College students and presently information technology staffs respondents comprised of using prepared questionnaires. 300 questionnaires in total were distributed and 280 questionnaires were collected in person. Insufficient 19 questionnaires were discarded and 261 questionnaires were used for the final analyses. The reliability and validity of measurements were tested through factor analyses and Cronbach Alpha reliability analyses. The hypotheses of this research were tested with multiple regression analyses and ANOVA. The results show that the perceived enjoyment and the switching barrier have an expected effect on the switching intention to DMB service. More specific results are as follows. First, perceived enjoyment has an positive effect on the switching intention to DMB service and switching barrier has an negative effect on the switching intention to DMB service. Second, the switching intention to DMB service has an positive effect on the purchase intention. Third, perceived enjoyment and switching barrier on the switching intention to DMB service were significantly higher in the high innovative group than the low innovative group. Forth, with respect to perceived enjoyment, utilitarian service users were more likely to intend to switch to new DMB service but hedonic service users were more likely to stay in the existing mobile service. In summary, the results of this study seem to explain the effects of factors affecting the consumer switching intention to DMB service, and also offer several implications for planning and implementing marketing promotion.