스마트폰 리워드 어플리케이션 유형이 추천의도에 미치는 영향에 대한 연구

Abstract

In recent, reward application has been continuously gro wing upon receiving attention in smart phone application market. Reward application refers to a service of receivin g points upon watching ad or performing particular missi ons after installing it in smart phone. Accumulated points can be used to receive a discount for telecommunication charges or purchase a product, as well as receive cash re fund or make a donation for the needy. Because of such reward application, new terms such as 'apptech' and 'poi ntsumers' have appeared. Accordingly, reward applicatio n is growing upon receiving attention by smart phone us ers but according systematic studies are very lacking cur rently. Accordingly, the purpose of this study was to verify wh ether there are any differences in consumer perception (e ngagement, app attitude, interest, annoyance) of applicati on type, and examine the effects of such factors on reco mmendation intention. Accordingly, reward application ty pe was classified into three types, namely, ad viewing ty pe, unlocking type and mission type. The result showed differences in the three variables of engagement, interest and annoyance, and no differences were found in app attitude. In regards to engagement and interest, mission type instead of ad viewing type and unl ocking type was found to be high at a statistically meani ngful level. In terms of annoyance, unlocking type instea d of ad viewing type and mission type was found to be high at a statistically meaningful level. In addition, it was found that app attitude and interest have positive effects on recommendation intention. On the other hand, it was found that engagement and annoyance do not have effect s on recommendation intention. The result of this study contributed to the efforts of more extensively segmented and analyzing reward application types and further refini ng consumer behavior guidelines related to recommendati on intention.