Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

Antecedents of Continuance Intention in the Context of Mobile Music Service

모바일 음악 서비스의 지속이용의도에 대한 선행 요인

  • 조현 (동아대학교 경영대학 경영정보학과) ;
  • 기호근 ((주)맨파워코리아) ;
  • 김범우 ((주)사람인HR) ;
  • 최치원 (한국산업기술대학교 경영학부) ;
  • 이재광 (한국산업기술대학교 경영학부)
  • Received : 2015.01.22
  • Accepted : 2015.09.14
  • Published : 2015.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Recently, many internet users are using mobile music service. In this paper, we aim to examine the effects of system quality factors and relation quality factors on continuance intention in the context of mobile music service. In order to analyze the antecedents of continuance intention, we introduced independent variables such as ease of use, stability, trust, involvement and unity. We also consider customer value and customer satisfaction as mediators. For empirical analysis, we surveyed 240 users of mobile music service. We conduct PLS (Partial Least Square) analysis for SEM (Structural Equation Modeling). As a result, 8 of proposed 12 hypotheses were accepted. Especially, system quality, trust and unity show positive influence on customer satisfaction significantly. Involvement and unity are positively related to customer value. Customer value and customer satisfaction show positive influence on continuance intention significantly. The results of this research can be useful guidelines for mobile music service users and providers.

Keywords

References

  1. Ahn, J.M. and K.H. Lee, "An Empirical Study on the Customer Loyalty in The Shopping Mall Industry in Korea", Asia Pacific Journal of Information Systems, Vol.11, No.4, 2001, 135-153.(안준모, 이국희, "인터넷 쇼핑환경에서의 고객충성도에 영향을 미치는 요인에 관한 연구 : 국내 인터넷 쇼핑몰 산업을 중심으로", Asia Pacific Journal of Information Systems, 제11권, 제4호, 2001, 135-153.)
  2. Anderson, E. and B. Weitz, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, Vol.29, No.1, 1992, 18-34. https://doi.org/10.2307/3172490
  3. Anderson, J.C. and J.A. Narus, "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, Vol.54, No.1, 1990, 42-48. https://doi.org/10.2307/1252172
  4. Barclay, D., C. Higgins, and R. Thompson, "The Partial Least Squares(PLS) Approach to Causal Modeling : Personal Computer Adoption and Use as an Illustration", Technology Studies, Vol.2, No.2, 1995, 285-309.
  5. Bhattacherjee, A., "Understanding Information Systems Continuance : An Expectation-Confirmation Model", MIS Quarterly, Vol.25, No.3, 2001, 351-370. https://doi.org/10.2307/3250921
  6. Cardozo, R.N., "An Experimental Study of Customer Effort, Expectation and Satisfaction", Journal of Marketing Research, Vol.2, No.3, 1965, 244-349. https://doi.org/10.2307/3150182
  7. Chin, J.P., A.D. Virginia, and L.N. Kent, "Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface", In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1988.
  8. Chin, W.W., "The Partial Least Squares Approach to Structural Equation Modeling", Modern Methods for Business Research, Vol.295, No.2, 1998, 295-336.
  9. Choi, W.S., "The Impact of Customer Relationship Quality on Intent to Relationship Continuity in Hotel Customers : Focused on The Moderating Effect of The Customer Citizenship Behavior", Journal of Tourism and Leisure Research, Vol.23, No.5, 2011, 115-130.(최우성, "호텔고객의 고객 관계품질이 관계지속의도에 미치는 영향 : 고객 시민행동의 조절효과를 중심으로", 관광.레저연구, 제23권, 제5호, 2011, 115-130.)
  10. Chon, B.S. and J.H. Park, "Determinants of Mobile Internet Uses", Korean Journal of Broadcasting and Telecommunication Studies, Vol.23, No.6, 2009, 209-242.(전범수, 박주현, "모바일 인터넷 서비스별 이용 결정 요인 연구 : 10-30대 이용자들의 정보/오락서비스를 중심으로", 한국방송학보, 제23권, 제6호, 2009, 209-242.)
  11. Churchill, Jr. G.A. and C. Surprenant, "An Investigation into the Determinants of Customer Satisfaction", Journal of Marketing Research, Vol.19, No.4, 1982, 491-504. https://doi.org/10.2307/3151722
  12. Crosby, L.A. and N. Stephens, "Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry", Journal of Marketing Research, Vol.24, No.4, 1987, 404-411. https://doi.org/10.2307/3151388
  13. Crosby, L.A., K.R. Evans, and D. Cowles, "Relationship Quality in Services Selling : An Interpersonal Influence Perspective", Journal of Marketing, Vol.54, No.3, 1990, 68-81. https://doi.org/10.2307/1251817
  14. Czepiel, J.A. and L.J. Rosenberg, "Consumer Satisfaction : Toward an Integrative Framework", Graduate School of Business Administration, 1976.
  15. DeLone, W.H. and E.R. McLean, "Information Systems Success : The Quest for the Dependent Variable", Information Systems Research, Vol.3, No.1, 1992, 60-95. https://doi.org/10.1287/isre.3.1.60
  16. Dorsch, M.J., S.J. Grove, and W.R. Darden, "Consumer Intentions to Use a Service Category", Journal of Services Marketing, Vol.14, No.2, 2000, 92-117. https://doi.org/10.1108/08876040010309220
  17. Dwyer, F.R., P.H. Schurr, and S. Oh, "Developing Buyer-Seller Relationships", Journal of Marketing, Vol.51, No.2, 1987, 11-27. https://doi.org/10.2307/1251126
  18. Fornell, C., "A National Customer Satisfaction Barometer : The Swedish Experience", Journal of Marketing, Vol.56, No.1, 1992, 6-21. https://doi.org/10.2307/1252129
  19. Fornell, C. and D.F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol.18, No.1, 1981, 39-50. https://doi.org/10.2307/3151312
  20. Gale, B. and R.C. Wood, "Management Customer Value : Creating Quality and Service that Customer Can See", Simon and Schuster, 1994.
  21. Ganesan, S., "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, Vol.58, No.2, 1994, 1-19. https://doi.org/10.2307/1252265
  22. Garbarino, E. and M.S. Johnson, "The Different Role of Satisfaction, Trust, and Commitment in Customer Relationship", Journal of Marketing, Vol.63, No.2, 1990, 70-88. https://doi.org/10.2307/1251946
  23. Gefen, D. and D. Straub, "A Practical Guide to Factorial Validity Using PLS-Graph : Tutorial and Annotated Example", Communications of the Association for Information Systems, Vol.16, No.1, 2005, 91-109.
  24. Griffith, D.A., R.F. Krampf, and J.W. Palmer, "The Role of Interface in Electronic Commerce : Consumer Involvement with Print Versus On-Line Catalogs", International Journal of Electronic Commerce, Vol.5, No.4, 2001, 135-153. https://doi.org/10.1080/10864415.2001.11044219
  25. Gundlach, G.T., R.S. Achrol, and J.T. Mentzer, "The Structure of Commitment in Exchange in Exchange", Journal of Marketing, Vol.59, No.1, 1995, 78-92. https://doi.org/10.2307/1252016
  26. Hair, J.F., W.C. Jr. Black, B.J. Babin, R.E. Anderson, and R.L. Tatham, "Multivariate Data Analysis, 5th ed", Pearson Prentice-Hall, Englewood Cliffs, NJ., 2006.
  27. Henning-Thurau, T. and A. Klee, "The Impact of Customer Satisfaction and Relationship Quality on Customer Retention : A Critical Reassessment and Model Development", Psychology and Marketing, Vol.14, No.8, 1997, 737-764. https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
  28. Holbrook, M.B. and E.C. Hirschman, "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings and Fun", Journal of Consumer Research, Vol.9, No.2, 1982, 132-140. https://doi.org/10.1086/208906
  29. Howard, J.A. and J.N. Sheth, "The Theory of Buyer Behavior", John Wiley and Sons, 1969.
  30. Jung, H.G., "Impact of Risk Factor Influencing CRM Establishment on Firm Performance", Master Thesis, Pai Chai University, 2005.(정해각, "CRM 구축에 영향을 미치는 위험요인이 기업성과에 미치는 영향", 배재대학교 석사학위논문, 2005.)
  31. Kang, C.G., Y.S. Jo, H.W. Lee, and C.H. Gu, "Special Issue, 2.3GHz Mobile Internet", TTA Journal, Vol.93, 2005, 36-54.(강충구, 조용수, 이현우, 구창회, "특집, 2.3GHz 휴대 인터넷", TTA 저널, 제93권, 2005, 36-54.)
  32. Keil, M., B.C.Y. Tan, K.K. Wei, T. Saarinen, V. Tuunainen, and A. Wassenaar, "A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects", MIS Quarterly, Vol.24, No.2, 2000, 299-325. https://doi.org/10.2307/3250940
  33. Kim, B.S., J.W. Lee, and Y.S. Kang, "A Study of a User's Continuous Usage Behavior in a Mobile Data Service Platform : The Roles of Perceived Fee and Perceived Anxiety", Information Systems Review, Vol.12, No.1, 2010, 209-227.(김병수, 이종원, 강영식, "모바일 데이터 서비스 플랫폼에서 지속사용 행동에 관한 연구 : 재무적 비용과 정신적 비용의 역할관점에서", Information Systems Review, 제12권, 제1호, 2010, 209-227.)
  34. Kim, E.D., "Analysis of Influencing Factors on Mobile Internet Contents Satisfaction", Master Thesis, Korea University, 2011.(김은동, "모바일 인터넷 콘텐츠 만족도에 대한 영향요인 분석", 고려대학교 석사학위논문, 2011.)
  35. Kim, H.J, M.K. Lee, and H.R. Kim, "Development of User Metric about Internet Portal Site", Proceeding Paper, Yonsei University, 2001.(김현정, 이문규, 김해룡, "인터넷 포탈사이트에 대한 사용자 평가 측정 도구의 개발", HCI 연구실, 인터넷 비즈니스센터, 연세대학교 자체논문, 2001.)
  36. Kim, H.G., "A Study on Impact of Railway Service Quality and Ease of Use on Customer Value, Customer Satisfaction and Behavior Intention", Doctor Dissertation, Kyonggi University, 2012.(김현구, "철도서비스 품질과 편의성이 고객 가치, 고객 만족과 행동의도에 미치는 영향 연구", 경기대학교 박사학위논문, 2012.)
  37. Kim, J.S., "A Study on the Reaction between Analysis for Types of Service Failure, Recovery and Post Recovery, Availing CIT in the Hotel Industry", Doctor Dissertation, Dong-A University, 2003.(김정승, "호텔기업에서 CIT를 이용한 서비스 실패 및 회복 유형분석, 회복 후의 반응에 관한 분석", 동아대학교 박사학위논문, 2003.)
  38. Kim, J.S., "The Effect of Customers' Perceived Value of Internet Banking on Customer Loyalty", Master Thesis, KAIST, 2002.(김정수, "인터넷 뱅킹에서 고객이 인지하는 가치가 고객충성도에 미치는 영향", 한국과학기술원 석사학위논문, 2002.)
  39. Kim, M.S., "Status and Changing Trend of World Mobile Telecommunication Device Market", Information Communication Industry Trend, IC Device : Mobile Telephone Device, 2005, 97-138.(김민식, "세계 이동전화단말기 시장의 현황과 변화추이", 정보통신산업동향, 정보통신기기편 : 이동전화 단말기, 2005, 97-138.)
  40. Kim, Y.Y., "An Empirical Study on User Evaluation in Information Systems Post-Adoption Usage Context", Doctor Dissertation, Seoul National University, 2007.(김용영, "정보시스템 수용 후 사용상황에서 사용자 평가에 관한 연구", 서울대학교 박사학위논문, 2007.)
  41. Korea Communications Agency, "Using Behavior of Mobile Music Service", Trend and View : KCA, Vol.71, 2014.(한국방송통신전파진흥원, "모바일 음악 서비스 이용행태 조사", 동향과 전망 : 방송.통신.전파 통권, 제71권, 2014.)
  42. Kotler, P. and G. Armstrong, "Marketing; An Introduction 2nd Ed", Prentice-Hall, 1988.
  43. Kwon, D.H., "A Study on Possible Effects of Service Quality in e-Banking and Mobile Banking upon Customer Satisfaction", Master Thesis, Sookmyung Women's University, 2008.(권둘희, "인터넷 뱅킹과 모바일 뱅킹의 서비스 품질이 고객 만족에 미치는 영향에 관한 연구", 숙명여자대학교, 석사학위논문, 2008.)
  44. Lee, B.G., G.Y. Kim, and S.W. Koo, "Impact of Security, Charge and Quality on the Usage Satisfaction of Mobile Internet", The KIPS Transactions : Part D, Vol.15, No.5, 2008, 721-732.(이봉규, 김기연, 구성완, "모바일 인터넷의 사용만족도에 보안, 요금 및 품질변수가 미치는 영향 분석", 정보처리학회지, 제15-D권, 제5호, 2008, 721-732.)
  45. Lee, D.M., R. Lee, Y.J. Song, and K.Y. Kim, "A Study On Factors Influencing on Participation Intention of Open Collaboration Platform : Focused on Music Industry", Journal of Information Technology Services, Vol.13, No.1, 2014, 161-179.(이동민, 이 룡, 송영주, 김광용, "개방형 협업 플랫폼 참여의도에 영향을 미치는 요인에 관한 연구 : 음악산업을 중심으로", 한국IT서비스학회지, 제13권, 제1호, 2014, 161-179.)
  46. Lee, E.M., "Change and View of Online Music Market", KISDI, 2011.(이은민, "온라인 음악시장의 변화와 향후 전망", 정보통신정책연구원, 2011.)
  47. Lee, H.S. and Y. Kim, "Service Quality and Service Value", Asia Marketing Journal, Vol.1, No.2, 1999, 77-100.(이학식, 김영, "서비스 품질과 서비스가치", 한국마케팅저널, 제1권, 제2호, 1999, 77-100.)
  48. Lee, S.S., "An Exploration of Antecedents of Using Continuance in the Internet Service", Korean Marketing Review, Vol.17, No.4, 2002, 1-26.(이성수, "인터넷 서비스 이용 지속의 선행 요인 탐색", 마케팅연구, 제17권, 제4호, 2002, 1-26.)
  49. Lee, S.J., "Examination of Factors Influencing Switching Intention in Mobile Music Service : focusing on Moderating Effects of Attractiveness of Alternatives and Switching Costs", The Journal of the Korea Contents Association, Vol.12, No.10, 2012, 453-465.(이성준, "모바일 음악 서비스의 전환 의도에 영향을 미치는 요인에 대한 고찰 : 대안의 매력도와 전환비용의 조절 효과를 중심으로", 한국콘텐츠학회지, 제12권, 제10호, 2012, 453-465.) https://doi.org/10.5392/JKCA.2012.12.10.453
  50. Lee, Y.S., "Impact of CRM System on Managerial Performance", Master Thesis, Chung-Ang University, 2001.(이윤상, "고객관계관리(Customer Relationship Management CRM) 시스템이 경영성과에 미치는 영향", 중앙대학교 석사학위논문, 2001.)
  51. Lim, J.W., S.T. Hong, J.I. Kim, and Y.J. Lee, "Consumer Behavior; Understanding and Strategic Use on Marketing", Seoul : Kyoungmoon, 2004.(임종원, 홍성태, 김재일, 이유재, "소비자행동론; 이해와 마케팅에의 전력적 활용", 서울 : 경문사, 2004.)
  52. MacNeil, I.R., "Contracts; Adjustment of Longterm Economic Relation under Classical, Neoclassical and Relational Contract Law", Northwestern University Law Review, Vol. 72, 1980, 854-902.
  53. Morgan, R.M. and S.D. Hunt, "Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, Vol.58, No.3, 1994, 20-38. https://doi.org/10.2307/1252308
  54. Newman, J.W. and W. Stephens, "Multivariate Analysis of Brand Loyalty for Major Household Appliances", Journal of Marketing Research, Vol.10, No.4, 1973, 404-409. https://doi.org/10.2307/3149388
  55. Oh, E.J., "Impacts of Theme Park Visitors' Perceived Crowding on Affects, Hedonic Values and Customer Loyalty", Doctor Dissertation, Sejong University, 2011.(오은주, "테마파크 방문객의 혼잡지각이 감정, 쾌락적가치, 고객충성도에 미치는 영향", 세종대학교 박사학위논문, 2011.)
  56. Oliver, R.L., "Satisfaction : A Behavioral Perspective on the Consumer", New York : McFraw-Hill, 1997.
  57. Palmatier, R.W., R.P. Dant, D. Grewal, and K.R. Evans, "Factors Influencing the Effectiveness of Relationship Marketing : A Meta-Analysis", Journal of Marketing, Vol.70, No.4, 2006, 136-153. https://doi.org/10.1509/jmkg.70.4.136
  58. Park, I., "Effects of Trust, Satisfaction and Loyalty in Mobile SNS Website Quality Attributes", Master Thesis, Changwon University, 2012.(박일, "모바일 SNS 웹 사이트 품질특성이 신뢰, 만족 및 충성도에 미치는 영향에 관한 연구", 창원대학교 석사학위논문, 2012.)
  59. Park, Y.J., "Exploratory Study on Acceptance Factor of Digital Music Service", Master Thesis, Ewha Women's University, 2006.(박윤정, "디지털 음악 서비스 수용요인에 관한 탐색적 연구", 이화여자대학교 석사학위논문, 2006.)
  60. Patterson, P.G. and R.A. Spreng, "Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in A Business-to-Business, Services Context : An Empirical Examination", International Journal of Service Industry Management, Vol.8, No.5, 1997, 414-434. https://doi.org/10.1108/09564239710189835
  61. Porter, L.W., R.N. Steers, R.T. Mowday, and P. Boulian, "Organizational Commitment, Job Satisfaction, and Turnover among Psychiatric Technicians", Journal of Applied Psychology, Vol.59, No.5, 1974, 603-609. https://doi.org/10.1037/h0037335
  62. Seddon, P.B., "A Respecification and Extension of the DeLone and McLean Model of IS Success", Information Systems Research, Vol.8, No.3, 1997, 240-253. https://doi.org/10.1287/isre.8.3.240
  63. Seol S.C. and J.H. Shin, "The Effects of Interactivity, Trust and Perceived Value on Repurchase Intention in Internet Shopping Mall", Korean Journal of Business Administration, Vol.18, No.4, 2005, 1457-1482.(설상철, 신종학, "인터넷 쇼핑몰에서의 상호 작용성, 신뢰 및 지각된 가치가 재구매 의도에 미치는 영향에 관한 연구", 관광연구, 제18권, 제4호, 2005, 1457-1482.)
  64. Shim, S.Y. and D.L. Amoroso, "A Study of the Influencing Factors on the User Acceptance of Music File Sharing Technology", Journal of Information Technology Services, Vol.7, No.3, 2008, 47-70.(심선영, Donald L. Amoroso, "음악 파일 공유 기술의 사용자 수용에 대한 영향 요인 연구", 한국IT서비스학회지, 제7권, 제3호, 2008, 47-70.)
  65. Shneiderman, B., "Designing the User Interface : Strategies for Effective Human Computer Interaction" 2nd ed., Addison Wesley, 1992.
  66. Suh, S.H., S.Y. Lee, and B.H. Lee, "Factors Influencing the Customer Value and Satisfaction of National R&D Information Users", Journal of Korea Technology Innovation Society, Vol.15, No.4, 2012, 837-862.(서상혁, 이선영, 이병희, "국가 R&D 정보 이용자의 고객 가치 및 고객 만족도 영향요인 분석", 기술혁신학회지, 제15권, 제4호, 2012, 837-861.)
  67. Venkatesh, V. and S. Goyal, "Expectation Disconfirmation and Technology Adoption : Polynomial Modeling and Response Surface Analysis" MIS quarterly, Vol.34, No.2, 2010, 281-303. https://doi.org/10.2307/20721428
  68. Woodruff, R.B. and S.F. Gardial, "Know Your Customer : New Approaches to Understanding Customer Value and Satisfaction", Cambridge, MA : Blackwell, Publisher, 1996.
  69. Woodruff, R.B., "Customer Value : The Next Source for Competitive Advantage", Academy of Marketing Science Journal, Vol.25. No.2, 1997, 139-153. https://doi.org/10.1007/BF02894350
  70. Yang, S.G., S.W. Park, and C.J. Lee "Factors Affecting the Continuous Use of Mobile Music Contents", Journal of The Korea Society of Computer and Information, Vol. 13, No.7, 2008, 291-305.(양승규, 박성원, 이중정, "모바일 음악콘텐츠의 지속적 사용에 영향을 미치는 요인에 관한 연구", 한국컴퓨터정보학회논문지, 제13권, 제7호, 2008, 291-305.)
  71. Yoon, S.J., M.Y. Kim, "A Study on the Use Activation of the Cloud Office with Focus on DeLone and McLean IS Success Model", Journal of Information Technology Services, Vol.14, No.2, 2015, 289-314.(윤승정, 김민용, "클라우드 오피스 이용 활성화 : DeLone and McLean 정보시스템 성공모형의 적용", 한국IT서비스학회지, 제14권, 제2호, 2015, 289-314.)
  72. Zeithaml, V.A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, Vol.52, No.3, 1988, 2-22. https://doi.org/10.2307/1251446
  73. Zeithaml, V.A., L.L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality", Journal of Marketing, Vol.60, No.2, 1996, 31-46. https://doi.org/10.2307/1251929