The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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An Effect on Satisfaction and Loyalty of the Characteristics in Mobile Learning: According to Gender

모바일 러닝의 특성이 만족과 충성도에 미치는 영향: 성별에 따른 분석

  • Chung, Kyung-Soo (School of Business Administration, Kyungpook National University) ;
  • Lee, Won-Bin (School of Business Administration, Kyungpook National University) ;
  • Noh, Mi-Jin (School of Business Administration, Kyungpook National University)
  • Received : 2010.05.01
  • Accepted : 2010.07.09
  • Published : 2010.09.30
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Abstract

This study analyzes a model appling value in the mobile learning. We investigate the interaction, ease of use, hedonic value, and utilitarian value considering importance factors in the mobile learning, and the customer values are found to influence the customer satisfaction. We analysis a relationship between these factors and the customer satisfaction, and the relationship between the customer satisfaction and the loyalty. Finally, we research difference among gender of the satisfaction on the mobile learning. To fulfill this purpose, the research model was designed from literature review, and the structural equation modeling technique was used to evaluate hypotheses. The major results of this study are as follows. First, the ease of use, hedonic value, and utilitarian value positively influenced the satisfaction, and the satisfaction had positive influences on the customer loyalty. But the interaction didn't have positive influence on the satisfaction. Second, gender difference was found for some path coefficient. Male user's interaction and ease of use has effect on the satisfaction, and Female user's hedonic value and utilitarian value have influenced the satisfaction. When it consider the market share or the growth potential of the mobile learning industry, the results of this study will provide the useful information to manage mobile learning.

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References

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