무료 모바일 동영상 서비스의 이용 행위 의도에 영향을 미치는 요인에 대한 연구: UTAUT2 모형을 중심으로

초록

The study is conducted to understand factors influencing on behavioral intention of free mobile video service. To solve it, the study tried to expand UTAUT2 model by putting evaluation factors of contents quality. The results are as follows. Firstly, free mobile video service’s evaluation factors of contents quality are divided into emotional response＋formal judgment and cognitive response＋normative judgment. Secondly, performance expectancy and effort expectancy, hedonic motivation have positive effects, and social influence has a negative effect on behavioral intention of free mobile video service. Only emotional response＋formal judgment has a positive effect on behavioral intention between evaluation factors of contents quality. Thirdly, gender has moderated social influence’s effect on service behavioral intention, age has moderated effects of performance expectancy and social influence on behavioral intention. The interaction of gender and age also has the moderation effect which moderates the relationship between performance expectancy and behavioral intention. Lastly, both evaluation factors of contents quality have positive effects on performance expectancy, but only emotional response＋formal judgment shows a meaningful effect on effort expectancy. Based on these results, the study can emphasize the academical meaning that it expands UTAUT2 model by putting evaluation factors of contents quality in the process of finding factors influencing behavioral intention of free mobile video service. It also has the empirical meaning that it offers operators the basic data to reinforce expectancy and behavioral intention about the service.

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