품질기반 충족-기회와 충족-획득이 모바일 쇼핑의 지속적 이용의도에 미치는 영향

Abstract

This study verifies the importance of user interface(UI) quality and service quality as factors to overcome hindrance factors for the growth of mobile shopping and to be equipped with competitiveness differentiated from online shopping. In particular, this study analyzes the factors of mobile shopping influencing continuous use intention based on ‘Use & Gratification Theory’ mainly used for research on media use. In other words, the study sets up service quality and UI quality as the gratification-opportunities factor and structuralizes enjoyment·usefulness·ease of use as the gratification-obtained factor. According to the result of analyzing the structural equation model through a survey targeting Korean smart phone mobile shopping users, the gratification-opportunities factor(service quality and UI quality) of mobile shopping does have significant effects on con-tinuous use intention with the mediation of the gratification-obtained factor(enjoyment·usefulness·ease of use).