태블릿 PC 소유자의 사용의도에 관한 구조적 연구
A Study on the Intention to Use of Tablet PCs by Their Owners
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There are a variety of alternative products in the computer markets. A tablet PC, which isa small type of computer, is expanding its market share as an independent type of computerproducts. The purpose of this study is to find out what the factors are that led to the successof the tablet PC. A research study was carried out on the intention to use of tablet PCs byconsumers. The factors that affect the intention to use of tablet PCs users were structured onthe basis of attitude theory. According to the one-dimensional theory of attitude, cognitivefactors affect the affective factors, which in turn affect conative factors. In the study, therelations between each dimension were set up. The hypothesis was tested by structuralequation modeling. The test results are as follows. First, the values and satisfaction that theowners of tablet PCs feel from the products and the positive comments on the products fromtheir nearby acquaintances affect in a positive way how much they like their products. Second, the products surrounding the tablet PCs did not affect the intention to use of theproducts. Third, the product favorability that the owners of tablet PCs feel affects theintention to use in a meaningful way. The results of the research also show that hi-techproducts such as tablet PCs affect their attitude after they buy and use the products. Thisattitude affects intention to use of the products. The managers of companies that producehi-tech products should consider the cognitive and affective aspects of the product ownerswhen manufacturing and marketing products.
Abstract
There are a variety of alternative products in the computer markets. A tablet PC, which isa small type of computer, is expanding its market share as an independent type of computerproducts. The purpose of this study is to find out what the factors are that led to the successof the tablet PC. A research study was carried out on the intention to use of tablet PCs byconsumers. The factors that affect the intention to use of tablet PCs users were structured onthe basis of attitude theory. According to the one-dimensional theory of attitude, cognitivefactors affect the affective factors, which in turn affect conative factors. In the study, therelations between each dimension were set up. The hypothesis was tested by structuralequation modeling. The test results are as follows. First, the values and satisfaction that theowners of tablet PCs feel from the products and the positive comments on the products fromtheir nearby acquaintances affect in a positive way how much they like their products. Second, the products surrounding the tablet PCs did not affect the intention to use of theproducts. Third, the product favorability that the owners of tablet PCs feel affects theintention to use in a meaningful way. The results of the research also show that hi-techproducts such as tablet PCs affect their attitude after they buy and use the products. Thisattitude affects intention to use of the products. The managers of companies that producehi-tech products should consider the cognitive and affective aspects of the product ownerswhen manufacturing and marketing products.
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