모바일 커머스에서 재구매 의도에 영향을 미치는 요인에 관한 비교 : 한국과 일본을 중심으로

Abstract

Korea and Japan have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G, with over one-third of customers in both markets subscribing to 3G services. 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. Major results of this study can be condensed into these two. First, let’s look into major success factors of mobile commerce. In case of Japan, responders answered content quality as the best. The other factors were considered to be important in order of brand awareness, entertainment, function of device and call quality. In case of Korea, function of device was the most important. The other was in order of brand awareness, call quality, entertainment and ability of problem solving. It was revealed that both of Korean and Japanese responders considered brand awareness and entertainment as important factors. Second, we analyzed difference of success factors between responders of Korea and Japan. It was showed that they had different valuation except for content quality, function of device and ability of problem solving This study contributes to telecommunications research by delineating the various stimuli to consider for successful technology adoption in a global setting, which can account for differential impacts across regions. The result not only help develop a sophisticated understanding of mobile commerce theories for researchers, but they also offer useful knowledge to those involved in promoting mobile shopping to potential purchasers.