사용자의 성향에 따른 모바일 커머스(Mobile Commerce) 재이용 의도에 미치는 영향요인에 관한 연구

The purpose of this study is to explore what factors influence customers to reuse mobilecommerce. It has been suggested that the modified innovation model for mobile commerceconsiders differences between men and women. Five factors such as innovativeness, perceivedadvantage, affinity, usage time and re-use of mobile commerce were analyzed. Using thesuggested model, the relationship of such variables was tested using Latent Mean Analysis. The structural equation modeling technique was utilized to evaluate the casual model. Confirmatory factor analysis was performed to examine the reliability and validity of themeasurement model. Findings indicate that the suggested model could explain the relationshipin each gender group. A modified diffusion model for mobile commerce is suggested. Theimplications of this work are discussed for the benefit of both researchers and practitioners. KCI Citation Count: 1