Business Commons^™

사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전환의도 간의 관계에 대한 연구, Sang Hoon Kim, Hyun Jung Park, Bang Hyung Lee

Asia Marketing Journal

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers` post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers` initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers` use diffusion or continued usage intention of a mobile …