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항공사 애플리케이션 재사용의도에 대한 연구: 확장된 통합기술수용모델 2(UTAUT 2)을 적용하여

A study on the intention to reuse mobile airline application: An application of the unified theory of acceptance and use of technology 2(UTAUT 2) model

정은유
관광경영학회 (Tourism Management Research Organization)|2019.03|관광경영연구 (Journal of Tourism Management Research)|제23권 제2호|pp. 719-735|DOI 10.18604/tmro.2019.23.2.34

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초록

The purpose of this study is to investigate the impact of mobile airline application on consumer’s attitude and intention that applying the unified theory of acceptance and use of technology 2. To meet that purpose, empirical data were gathered from an online survey of consumers with mobile airline apps installed. Firstly, the effect of each variables(performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit) on the attitude toward use was verified. The attitude toward use was verified the influence relation to the reuse intention afterwards. Secondly, the analysis showed that performance expectancy, facilitating conditions and hedonic motivation has an effect on the attitude toward use. Finally, the conclusions drawn from this study indicated that performance expectancy, facilitating conditions and hedonic motivation have a significant effect to the attitude toward use. Based on this research, it will show important implications for marketing strategy of mobile airline application.

Abstract

The purpose of this study is to investigate the impact of mobile airline application on consumer’s attitude and intention that applying the unified theory of acceptance and use of technology 2. To meet that purpose, empirical data were gathered from an online survey of consumers with mobile airline apps installed. Firstly, the effect of each variables(performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit) on the attitude toward use was verified. The attitude toward use was verified the influence relation to the reuse intention afterwards. Secondly, the analysis showed that performance expectancy, facilitating conditions and hedonic motivation has an effect on the attitude toward use. Finally, the conclusions drawn from this study indicated that performance expectancy, facilitating conditions and hedonic motivation have a significant effect to the attitude toward use. Based on this research, it will show important implications for marketing strategy of mobile airline application.

참고문헌 (28)

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