스마트폰의 특성과 수용자 환경요인이 스마트폰 구매의도에 미치는 영향에 대한 한‧중 비교 연구

Abstract

A Study on the Effect of the Characteristics of Smart Phone and User's Environment on Purchase Intention in Korea and China

Hong Wei LI

Department of Business Administration Graduate School of Pukyong National University

Abstract

As Smart-phone use has rapidly expanded as a digital multi-purpose medium the studies of social and economic factors for acceptance and use of smart-phone are in need. It can be said that a smart phone is a new convergent media with a combination of the functions of mobile phone focusing on voice call and the operating system like PDA (personal digital assistant), personal mobile device. Therefore, it is becoming a new way of communication, which didn't exist before, and it gradually become a matter of interest to many broadcaster, press and governments as well as teecom service providers. Smart phone have become more and more popular, and become to the hotspot in the whole market. Smart phone had changed people’s living way and traditional business model. In 2011, Korea had become the biggest Smart phone output country. In those developed countries like USA and EU key countries, the whole market of Smart phone is quite matured and only has limited market potentials. Since the early of 2012, China had surpassed the United States to be the biggest Smart phone consumption country, and the market will keep on growing with higher speed. So it is very important for both mobile phone and application system providers to study China’s intellectual mobile phone market, to grasp the big market opportunity. The main study topics can be consumer behavior, mobile phone function characters, etc. This paper analyse problems in the different of Purchase Intention differences between China and Korea on the smart phone. The writer had completed the market survey of 226 China and 210 Korea consumers, studied the 3 groups of important elements: smart phone characters (Relative advantage, Utility, Use Interface); User environment element (Social Pressure Innovativeness) and Technology acceptance model factors (Perceived usefulness, Perceived ease of use), using the analyzing tool of SPSS 18.0 and AMOS 19.0 and compare the difference between China and Korea consumers. After the study, we find there is whole area difference between two countries consumers. First, relative advantage on the perceived ease of use of effects of consumers in two countries have great difference in this is because the chinese market and korea compared to the current id still in the initial stages of market. Second, untility on the perceived ease of use of effects of two difference in the main because of also since the WI-FI tech development and covering have some different between two countries (Korea will be better), the service can be provided by smart phone do have some different. Third, Interface on the perceived ease of use of effects of two countries have difference in this is because Chinese market APP category inadequate comsumer to APP diversity than operating methods more attion. Fourth, special in the social impaction part for purchasing. So, in China market, we need use the different advertise strategy, let consumer experience more benefit of intelligence mobile’s function, rather than operate easier. Fifth, innovation is different because the Chinese market is currently in the primary stage of consumers of new technology acceptance ability faster. Finally, perceived usefulness and perceived ease of use are beneficial effects on purchase intention. Those may elements all affect the purchase intention of China consumers. The analysis result about the impaction elements difference between two countries consumer, will provide some basic useful information for making the right marketing strategy, for those Korea companies who would like enter into China mobile phone related market.

Key word: Smart Phone, TAM, Relative Advantage, Untility, Use Interface, Social Pressure, Innovativeness, Perceives usefulness, Perceived ease of use, Purchase Intention.