UTAUT를 적용한 스마트폰 어플리케이션 구매에 관한 한중 비교 연구

The propose of study tests research model, extending and modifying UTAUT model. We also test the validity of the model using the questionnaire from a sample of mobile application users. This research model verifies various theoretical research hypotheses relating to mobile application and mobile contents, The Unified Theory of Acceptance and Use of Technology(UTAUT). The factors influencing on the purchasing intention of mobile application have been classified as performance expectancy, effort expectancy, social influence, cost value, hedonic value and facilitating conditions. The data were collected from 259 who experienced using application and analyzed with smart PLS 3.0. The results of this study are as follows: First, performance expectancy, effort expectancy, social influence, cost value, hedonic value were related positively to mobile application purchasing intention. Second, facilitating conditions was not related positively to mobile application purchasing behavior. Third, purchasing intention of application was related positively to actually purchasing behavior. Finally, the result of exploratory factor analysis on the relationship of UTAUT and user intention revealed different factors for Korea and China. The results of study will provide practical implications on the mobile application in Korea and China.