모바일 상거래 특성이 신뢰와 사용의도에 미치는 영향

Abstract

As the Internet and mobile communications are spread widely, mobile commerce, which is based on mobile internet and phone, is expected to grow rapidly. The mobile commerce in China started in 10 years ago and continuously improved until now. Especially as the new coming of 3G generation, it confirmed and accelerated the development of mobile commerce transaction in china. Although the mobile commerce transaction in china is developing rapidly, there are still a lot of deficiencies. Thus, in the perspective of user intention, how to improve the user's intention and reliability in the mobile business, this problem will become more and more important in the future. This study is based on the previous studies on m-commerce features, found factors that affects reliability and user's intention. After that, it examined how these factors influence the relationship between reliability and user's intention. In addition, this study showed that some factors have different influence on Korean and Chinese users in terms of reliability and user's intention. The main results of this study are as follows: (1) Personalization attributed to reliability in both Korea and China. Personalization also attributed to user's intention in Korea. (2) Localization, reachability, security, and convenience had different influence on use and reliability in the two countries. (3) And the influences between reliability and user's intention are all positive both in Korea and China. Based on the result of this empirical study, this study reveal some implications for the firms that running with mobile business in both Korea and China.