사용자 만족에 영향을 미치는 모바일 콘텐츠 특성 : 인도와 중국의 비교를 중심으로
A Study of Influencing Factors for Repurchase User Satisfaction in Mobile Commerce: A Cross-Cultural Comparison of India and China
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본 연구는 모바일 커머스 사용자에게 지각된 특성(콘텐츠 특성, 단말기 특성, 서비스관리 특성, 기술 특성, 브랜드 인지도)이 사용자 만족에 미치는 영향에 대해서 인도와 중국의 모바일 사용자를 대상으로 실증연구를 하였다. 본 연구의 주요한 연구결과를 다음 세 가지로 요약할 수 있다. 첫째, 모바일 커머스 사용자에게 지각된 특성 중에서 사용자 만족에 영향을 미치는 주요성공요인을 살펴보면 다음과 같다. 인도의 경우 응답자들은 통화품질을 가장 중요한 성공요인으로 응답하였고 이어서 이용가격, 브랜드 인지도, 오락성, 단말기의 기능, 보안성, 정확성, 최신성 순으로 평가하였다. 반면 중국의 경우 이용가격을 가장 중요한 성공요인으로 응답하였고 이어서 브랜드 인지도, 단말기의 기능, 통화품질, 오락성, 문제발생시 해결능력, 사후 서비스, 인터페이스 특성 순으로 중요성을 평가하였다. 둘째, 인도와 중국의 응답자들 간에 각 성공요인에 대한 평가가 통계적으로 상이한가를 검증하기 위하여 티테스트(T-Test)를 실시하였다. 분석결과 문제발생시 해결능력, 인터페이스 특성, 통화품질, 보안성, 정확성, 전문성에서 서로 상이한 평가를 하고 있는 것으로 나타났다. 성공요인 중 통화품질, 보안성, 정확성, 전문성을 인도의 응답자들이 중국의 응답자들에 비해 상대적으로 높게 평가하고, 문제발생시 해결능력과 인터페이스 특성을 중국의 응답자들이 상대적으로 높게 평가하고 있었다. 셋째, 사용자 만족에 미치는 영향을 분석하기 위하여 실시한 회귀분석 결과, 주요성공요인 중에서 인도는 통화품질, 보안성, 브랜드 인지도가, 중국은 이용가격, 브랜드 인지도, 문제발생시 해결능력이 사용자 만족에 99% 유의수준에서 유의한 관계를 나타냈다. 그 외 인도의 경우 정확성, 전문성에서, 중국의 경우 인터페이스 특성에서 95% 유의수준에서 유의한 결과를 나타냈다. 이러한 인도와 중국의 모바일 사용자가 지각하는 콘텐츠 특성의 차이점을 분석한 본 연구의 연구결과는 현재 인도와 중국의 모바일 커머스에 진입을 서두르고 있거나, 모바일 커머스를 통해 고객과 커뮤니케이션을 강화하려는 기업에게 유용한 전략적 방향을 제시할 수 있다.
Abstract
The speed and magnitude of mobile phone adoption is a recent worldwide phenomenon akin to that of the television in the middle 20th century and the Internet in the late 20th century. During the 1990s mobile phone adoption exploded, and subscriptions reached a half billion around the globe. India and china have been ahead of the rest of the world in introducing new handset and service capabilities. The purpose of this article is to further explore cultural similarities and differences associated with mobile telephony by presenting findings from a cross-cultural comparison of perceptions and uses of the technology. I analyzed difference of success factors between responders of India and China. It was showed that they had different valuation for solution ability of problematic occurrence, interface, line quality, security, accuracy, authority. Among the success factors, line quality, security, accuracy and authority were estimated more important by responders of company advanced into India than China. Responders of China put more importance on solution ability of problematic occurrence and interface. As the extension line of dynamic national mobile commerce, these results indicate standard of successful advancing into Chindia. So it shows business model to advance into Chindia of national companies and it is expected to contribute to raising national competitiveness power at the end. From the point of company’s strategy, especially through developing successful business model which reflected real state of national companies, it can help companies to make strategy by giving practical device to revitalizing of advancing into Chindia.
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