UTAUT를 활용한 모바일 배달 앱 서비스 이용의도 영향요인 비교연구

Abstract

This study was conducted to explore the intentions of Korean and Chinese customers to use mobile delivery app services that are being developed in Korea and China. The factors influencing the intent of use were divided into drivers (performance expectancy, effort expectancy, social influence, facilitating condition, and personal mobility) and barriers (usage barriers, value barriers, risk barriers, tradition barriers, image barriers, and perceived price). Based on the results, a comparative analysis between Korean and Chinese customers was conducted in order to identify the similarities and differences. The results show that to Koreans performance expectancy, social influence, tradition barriers, and perceived price have significant effects on the intention to use mobile delivery app services, and to Chinese performance expectancy, social influence, personal mobility, and image barriers have significant effects on intention to use the app services.