모바일 오디오북 애플리케이션 지속 사용 의도에 관한 연구 - 기대일치모형, 기술수용모형과 가치기반수용모형 기반 요인을 중심으로

Abstract

First of all, based on the Expectation Confirmation Model, Technology Acceptance Model and Value-based Adoption Model, this study added social influence variable besides expectation confirmation, perceived usefulness, perceived ease of use, perceived enjoyment, perceived fee, user satisfaction, continuance use intention of the basic variables to construct the research model. Then, through the network for the distribution of questionnaires, and received 252 valid questionnaires. Use SPSS 26.0 and AMOS 26.0 to perform reliability analysis, factor analysis and SEM on the collected datas. The results show that expectation confirmation has positive impact on perceived usefulness, perceived ease of use, perceived enjoyment and user satisfaction. It also has been proved that perceived ease of use has a positive effect on perceived usefulness and continuance use intention. Also, perceived enjoyment has positive impact on user satisfaction and user satisfaction has a positive effect on continuance use intention. Finally, this study combined with the actual situation of mobile audiobook applications, put forward practical implications to the operators about product development and content provisions.