기대일치모형(ECM)에서 습관 변수의 통합에 관한 연구: 일반적인 포털의 경우
A Study on the Integration of Habit Variable into Expectation-Confirmation Model: the Case of General Portals
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초록
본 연구에서는 Bhattacherjee(2001)의 IS 지속성 기대일치모형(ECM)에 습관 및 사전 포털사용 등과 같은 2개의 새로운 변수를 추가하여 이 ECM 모형을 확장시켰다. 습관 변수가 마케팅, 조직 행동론 등 여러 분야에서 오랫동안 널리 연구되어 왔으나, IS 분야에서는 습관 변수에 관한 연구가 크게 활발하지 못했다. 따라서 주로 습관 변수를 이용하여 확장한 이 ECM 모형을 검증하기 위하여 국내 일반적인 포털사이트 중 가장 많이 사용되는 네이버(Naver)만을 사용하였다. 본 연구의 결과에서 (1) 인식된 유용성, (2) 사전 포털사용, (3) 만족 변수가 각각 습관 변수에 직접적으로 영향을 미친다는 사실을 일반적인 포털의 경우 확인할 수가 있었다. 또한 습관 변수가 ‘지속적인 포털사용 의도’ 변수에 직접적으로 영향을 미친다는 사실도 확인할 수가 있었다.
Abstract
This study used two new variables such as habit and prior portal use to extend the ECM(expectation-confirmation model) model proposed by Bhattacherjee(2001). While habit variable has been extensively studied in several disciplines including marketing, organizational behavior, and others, this variable has not received lots of attention from many IS researchers. One general portal site, Naver, that is the largest in users among many domestic general portal sites was used to verify this extended ECM model including habit variable. The results indicated that habit variable is directly affected by satisfaction, perceived usefulness, and prior portal use in Naver portal case. And also, this study also showed that continued portal use intention is directly affected by habit variable.
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