스마트폰 사용속성이 이용만족과 선호행위에 미치는 영향 : 스마트폰 OS와 성별의 조절효과
vi, p. 37
Smartphone Usage Application Usage Data Service Usage Use Satisfaction Favored Behavior;
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Smartphones are being adopted at a phenomenal pace but little is known (publicly) today about how people use these devices. By 2011, smartphone sales are projected to surpass desktop PCs. But beyond a few studies that report on users' charging behaviors and relative power consumption of various components(e.g., CPU, screen), many basic facts on smartphone usage are unknown: i) how often does a user interact with the phone and how long does an interaction last? ii) how many applications does a user run and how is his or her attention spread across them? iii) how much network traffic is generated? The results of this paper showed that smartphone device attributes and service quality of mobile communication positively affected use satisfaction but application attributes did not, and use satisfaction positively affected favored behavior. The moderating effects of operating systems of smartphone were significant in the relationships between smartphone device attributes and use satisfaction, and use satisfaction and favored behavior. In addition, smartphone device attributes and service quality of moblie communication indirectly affected favored behavior. Thus, marketers should focus on various attributes of smartphone device to enhance favored behavior of users.