의사결정나무 Random Forest를 이용한 스마트워치 이용자의 만족도와 추천의도에 대한 영향요인 분석

Abstract

Purpose This study analyzes influencing factors on smart phone user''s perceived satisfaction, continuous use intention, and recommendation intention. Methods The influencing factors include usefulness, convenience, appearance, enjoyment, innovation, security, and privacy, whereas response is measured through satisfaction, continuous use intention, and recommendation intention. Two methods are employed - decision tree using GINI index and random forest approach. Results The analysis results revealed that most significant factors for user’s satisfaction and continuous use intention are usefulness in daily life and that usefulness in daily life and fashion are influential to recommendation intention. According to the Random Forest Model, the importance of usefulness in daily life and efficient handling of tasks were crucial for satisfaction level, the importance of rapid access to information for continuous use intention, and a combination of fashion for recommendation intention. Conclusion The findings of this study are consistent with existing literature in the sense that the usefulness is important. We additionally suggest that fast information accessibility and fashion should be recognized as important factors in smart watch industry.