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The Effect of Benefits of Mobile Application use-Diffusion and Purchase Intention in Service Management
Background/Objectives: One of the biggest recent issues in the communication market is the explosive distribution of smart phones. One of the reasons why a smart phone could have seen this rapid distribution in terms of the service management is because it enables the access to the Internet without getting restricted by place and time through customization by a user, unlike a feature phone which only has the existing functions mounted on that were already chosen by a suppler. The other reason is because of its applications. Methods/Statistical Analysis: This study performed a survey for a sample of people who have ever used the online shopping applications. It is looking on the demographic characteristics, among a total of 215 people. In order to verify the formed hypotheses and models, this study evaluated reliability using the Cronbach's Alpha scale and it was found that the high reliability had been acquired as most of the variables showed high values above 0.8. In advance of the verification of hypotheses, the reliability analysis was carried out to examine reliability of the measurement items for each construction concept used in this study. Also, to verify the hypotheses of this thesis, a structural equating model was set up and a path analysis of the relationship between construction concepts was carried out. Findings: This study aimed to make an empirical investigation of the impact of each of the different convenience types of mobile applications on the usage and the use diversity, consider the process of use diffusion and find out whether there is a difference in the effect of each convenience type on the use-diffusion. According to the findings of this study, it was firstly shown that the effect of each convenience type on the use-diffusion is different and secondly, it appeared that the more various functions of the mobile applications are used, the usage increases. Improvements/Applications: It is supposed that the portability and accessibility was less easy because they were the studies for a PC. On the other hand, in case of a mobile phone like in this study, it has the excellent portability and accessibility compared to anything else including a PC. Therefore, it is supposed that more usage and more chances to access to its functions must have had a positive impact on the increase of the usage.
Convenience Types, Feature Phone, Mobile Applications, Usage, Use Diversity.
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