A Comparative Study of the Relationship among Technology Readiness, Perceived Usefulness, Perceived Ease of Use, and Customer Loyalty with the Type of Smartphone Use
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Nowadays, as the use of smartphones increase, various reinforced products are appearing in the market with higher technologies. Domestic consumers are interested in selecting new smartphones and competition among companies are intense as well. This research focused on this phenomenon and used technology readiness index and technology acceptance model which theoretically studied the process of market introduction and was progressed with purpose of analyzing the customer loyalty and relationship. The relationship among technology readiness index, technology acceptance model, and customer loyalty were analyzed. Also, relationships of major principles mentioned above were compared by categorizing work-oriented users and general users according to use. Total of 761 people were surveyed as sample and for analysis, LISREL structural equation model was used. As a result of analysis, technology readiness index positively affected technology acceptance model for both groups. In addition, the usefulness perceived among technology acceptance model also positively affected customer loyalty for both groups. However, perceived ease of use only positively affected the customer loyalty for work-oriented user group and did not affect for general user group. As a result of group comparison, the relationship between customer loyalty and perceived usefulness, ease of use and perceived ease of use was shown clearer in work-oriented user group. The result of analysis implies that corresponding product helps in increase of perceived usefulness and ease of use through individual's specific experience for the direction of smartphone market. Regarding the fact that group depending on the use was applied to smartphone market, theoretical implication is on looking at the difference between technology readiness index and technology acceptance model by distinguishing various groups.
Abstract
Nowadays, as the use of smartphones increase, various reinforced products are appearing in the market with higher technologies. Domestic consumers are interested in selecting new smartphones and competition among companies are intense as well. This research focused on this phenomenon and used technology readiness index and technology acceptance model which theoretically studied the process of market introduction and was progressed with purpose of analyzing the customer loyalty and relationship. The relationship among technology readiness index, technology acceptance model, and customer loyalty were analyzed. Also, relationships of major principles mentioned above were compared by categorizing work-oriented users and general users according to use. Total of 761 people were surveyed as sample and for analysis, LISREL structural equation model was used. As a result of analysis, technology readiness index positively affected technology acceptance model for both groups. In addition, the usefulness perceived among technology acceptance model also positively affected customer loyalty for both groups. However, perceived ease of use only positively affected the customer loyalty for work-oriented user group and did not affect for general user group. As a result of group comparison, the relationship between customer loyalty and perceived usefulness, ease of use and perceived ease of use was shown clearer in work-oriented user group. The result of analysis implies that corresponding product helps in increase of perceived usefulness and ease of use through individual's specific experience for the direction of smartphone market. Regarding the fact that group depending on the use was applied to smartphone market, theoretical implication is on looking at the difference between technology readiness index and technology acceptance model by distinguishing various groups.
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