통신서비스 수용행태 변화 연구

초록

A study on the adoption of telecommunication services in Korea sheds lights on the status of the present ICT (Information and Communication Technology) industry development and its vision in the future. The aim of this paper is to analyze factors that affect the attitude of adoption of telecommunication services in the past, present and in the future. Also, we try to investigate direction of the development of ICT industry from consumer perspective. In this research, we examine how much consumers recognize the differences between attributes of the past and the present telecommunication services. In addition, this study empirically investigates switching factors from the past telecommunication services to the present telecommunication services, and to the future ones. To carry out this research, several theoretical models were used, including the theory of planned behavior, the service switching factors and the theory of consumer behavior. From the service point of telecommunication services, when we compared past and present we found differences in exploitation convenience, security, usability and response, meanwhile reliability had no significant difference. Also, from the switching point of telecommunication services, when we compared present and future we found differences in economic factors, learning factors and exploitation factors, where these factors showed negative or positive attitude from different perspectives.

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