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모바일 인터넷 서비스의 사용에 대한 남성성/여성성 성향의 조절효과에 관한 연구: 한국 사용자와 일본사용자의 비교 연구

The Empirical Study on the Moderating Effects of Masculinity/Femininity on the Use of Mobile Internet Services: Comparison of Korean and Japanese Users

김진우|최훈|임건신
한국국제경영학회 (Korean Academy of International Business)|2008.03|국제경영연구 (International Business Journal)|제19권 제1호|pp. 79-107

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참고문헌

키워드

사용자 만족user satisfaction품질요인Quality factors남성성/여성성 문화삶의 질 공헌도masculinity/femininity culturecontribution to quality of life
주제분류경영학

초록

정보기술의 사용에 미치는 요인(품질요인)을 파악하여 사용자의 만족도를 향상시키고자 하는 많은 연구들이 진행되어 왔다. 그러나 사용자의 문화적 성향의 조절효과를 살펴본 연구는 거의 없으며, 정보기술 사용으로 인한 사용자의 삶의 질에 있어서의 변화에 대한 연구도 미비하다. 따라서 본 연구의 목적은 다양한 목적을 위해 사용되는 정보기술인 모바일 인터넷을 대상으로 문화적 차원 특히 남성성/여성성 차이에 따라 품질요인이 사용자의 사용 만족에 미치는 영향이 다른 지를 규명하며, 또한 사용 만족이 사용자의 삶의 질에 공헌하는 정도가 남성성 성향의 사용자와 여성성 성향의 사용자간에 차이가 있는지를 규명하는 것이다. 이를 위해 본 연구에서는 정보시스템 성공 모형을 기반으로 모바일 인터넷 사용 성공 모형을 설정하였다. 모형 설정 후, 남성성/여성성 문화의 행동차이를 규명하기 위해 남성성이 강한 일본과 여성성이 강한 한국을 대상으로 온라인 설문을 실시하여 모형을 검증하였다. 연구 결과, 남성성 문화의 국가에 속한 일본 사용자들은 정보 품질에 대한 만족도가 사용 만족도에 더 크게 영향을 미치는 것으로 나타났으며, 여성성 문화의 국가에 속한 한국 사용자들은 시스템 품질에 대한 만족도가 사용 만족도에 더 크게 영향을 미치는 것으로 나타났다. 또한, 사용자의 만족도가 삶의 질에 대한 공헌도에 미치는 영향은 여성성 문화의 국가에 속한 사용자들이 더욱 강하게 나타났다. 본 논문은 연구 결과의 이론적 의의와 실무적 관점에서의 의의를 제시하고 있다.

Abstract

Although the study of IS success has increased in recent years, few studies have focused on the moderating effect of cultural difference, especially masculinity/ femininity on the relationship between quality factors and user satisfaction. The purpose of this study is to examine the moderating effect of masculinity/femininity on the use of mobile Internet services. Based on IS success model, a mobile internet success model wa proposed. This theoretical model was empirically verified by conducting web surveys in Japan (masculinity culture) and Korea (femininity culture). The results showed that the impact of information quality factors of mobile Internet services on user satisfaction is stronger for users with masculinity culture. On the other hand, the impact of system quality factors on user satisfaction and the impact of satisfaction on contribution to quality of life were stronger for users with femininity culture. This paper ends with theoretical and managerial implications of the study results, as well as limitations and future research directions.

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