합리적 행위이론을 이용한 어플리케이션 구매의도 연구 (A Study on Purchasing Intention of Application using Theory of Reasoned Action)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 18권 / 4호 / 141 ~ 163페이지
· 저자명 : 오종철

초록

본 연구는 Ajzen and Fishbein(1975)이 제안한 합리적 행동이론(Theory of Reasoned Action;TRA)을 이용하여 스마트폰 어플리케이션 구매행동을 설명하기 위한 연구로 구매촉진 요인으로 과거의 구매경험, 개인의 혁신성 등의 개인적 요인과 긍정 구전평가 및 가격의 적절성 등의 촉진요인으로 구분하여영향 관계를 검정하였다. 이러한 연구 문제를 검정하기 위해 스마트폰을 이용하여 어플리케이션을 구매한경험이 있는 대학생 및 직장인 232명의 표본을 대상으로 PLS를 통하여 신뢰성분석, 요인분석, 상관분석,bootstrap 경로분석 등을 통해 본 연구에서 설정한 연구가설을 검정하였다. 본 연구의 학문적 시사점을 다음과 같이 제시할 수 있다. 첫째, 본 연구는 최근 사용이 증가하고 있는 스마트폰과 이를 통한 어플리케이션의 구매에 대해 소비자행동 측면의 연구로 선행연구로써의 의미를 갖는다. 유형의 제품구매 의사결정과 다르며 기존의 모바일 콘텐츠와도 다른 어플리케이션 구매에 대해 개인적 속성(과거의 구매경험, 개인의 혁신성)과 콘텐츠 속성(긍정구전평가, 가격의 적절성)으로 구분하여 개인의 구매 신념 및 구매의도에 대한 연구를 통해 추후 연구의 다양한 제안이 가능하게 하였다. 둘째, 최근 인터넷 및 모바일 관련된 대부분의 내용이기술수용모형 등의 기술수용의 관점에서 이뤄지고 있다. 그러나 기술의 수용이라는 관점보다는 디지털 콘텐츠의 구매라는 관점에서 기술수용모형이 아닌 합리적 행동이론(Theory of Reasoned Action)을 근거로 개인의 구매를 설명하였다는 시사점을 갖는다. 또한 어플리케이션의 사용동기 즉, 쾌락적/실용적 어플리케이션에 따라 각각 촉진요인과 태도 및 구매의도에 미치는 영향이 다름을 검정하여 추후 연구에서의 활용가능성을 제시하였다.

영어초록

This study is to explain the smart phone application purchase behavior by using the Theory of Reasoned Action (TRA) of Ajzen and Fishbein (1975), and examined the influences by dividing the purchase promotion factors into personal factors such as purchase experiences of the past, personal innovativeness and so on and promotion factors such as positive word-of-mouth ratings, suitability of price and so on.
For these purposes the author has developed several hypotheses as follows:H-1: The purchase experiences of the past is associated with the attitude of application which is purchasing.
H-2: The purchase experiences of the past is associated with the subjective norm of application which is purchasing.
H-3: The personal innovativeness is associated with the attitude of application which is purchasing.
H-4: The personal innovativeness is associated with the subjective norm of application which is purchasing.
H-5: The positive word-of-mouth ratings is associated with the attitude of application which is purchasing.
H-6: The positive word-of-mouth ratings is associated with the subjective norm of application which is purchasing.
H-7: The suitability of price is associated with the attitude of application which is purchasing.
H-8: The suitability of price is associated with the subjective norm of application which is purchasing.
H-9: The attitude of application is associated with the purchasing intention.
H-10: The subjective norm of application is associated with the switching intention.
H-11: The types of application has been a moderating effects to purchasing intention.
Data has been collected from 232 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of purchasing an application by using a smart phone and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul and Gyeonggi Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province.
The survey was done for 24 days from March, 2011 through April, 2011. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on.
The following academic suggestions can be presented on the basis of the above results. First, this study has a meaning as a leading study of the consumer behavior aspect about smart phones being increasingly used recently and the purchase of applications through smart phones. This study made it possible for the subsequent studies to offer various proposals through a study about personal purchase beliefs and purchase intentions by dividing the application purchase which is different from the purchase decision-making of tangible products and also different from the purchase of the existing mobile contents into personal characteristics (purchase experiences of the past, innovativeness of individuals)and contents characteristics (positive word-of-mouth ratings, suitability of price).
Second, recently most details related to the Internet and mobile are dealt with from the viewpoint of technology adoption such as technology adoption model. However this study has a suggestion that it explained personal purchase not on the basis of technology adoption model but on the basis of theory of reasoned action from the viewpoint of purchase of digital contents rather than the viewpoint of adoption of technology. In addition, this study examined that the impacts on promotion factors, attitude and purchase intention are different respectively following the use motivations of applications,that is, hedonic applications and practical applications and thereby presented the possibility of utilization in the subsequent studies.

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