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경영정보학연구 = The journal of MIS research v.16 no.3, 2006년, pp.95 - 116   피인용횟수: 8

불확실성 회피성향이 수용 후 행동에 미치는 영향: 모바일 인터넷 서비스를 중심으로
An Empirical Study of the Effect of Uncertainty Avoidance on Post-Adoption Behavior: Focusing on Mobile Internet Services

최훈   (연세대학교 경영연구소 디지털 비즈니스 연구센터UU0000936  ); 김진우   (연세대학교 경영대학UU0000936  );
  • 초록

    Although the study of post-adoption has increased in recent years, few studies have focused on the moderating effect of uncertainty avoidance on the relationship between post-expectation and behavior. The purpose of this study is to examine the moderating effect of uncertainty avoidance in the mobile Internet domains. This study proposed a post-adoption model based on prior continuance model. This theoretical model was verified empirically by conducting web surveys and multi-group analysis. Based on the survey data, we classified users into those with high uncertainty avoidance and those with low uncertainty avoidance. The results indicate that post expectations have significant impacts on satisfaction and continuance intention. The results also show that the impacts of intrinsic motivational factors of mobile Internet services on satisfaction and continuance intention are stronger for users with high uncertainty avoidance. On the other hand, the impacts of extrinsic motivational factors on satisfaction and continuance intention are stronger for users with low uncertainty avoidance, with a few exceptions. This paper ends with theoretical and managerial implications of the study results, as well as limitations and future research directions.


  • 주제어

    Post Adoption Behavior .   Continuance Model .   Intrinsic Motivation .   Extrinsic Motivation .   Uncertainty Avoidance.  

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