Factors affecting the smartphone users to use the mobile portal services: focusing on Korean mobile portals

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This study aims to clarify whether and how the portal sites in wired Internet environments can enhance their positions as market leaders in the mobile environment.The result may explain that the user's trust in the mobile services of portal sites (the mobile portal services) is related to the site's quality and the site's brand equity significantly and is a mediator to increase the user's intention to use mobile portal services. This study also explains that the user's experience with a smartphone can encourage portal users to expect that the mobile portal services are useful and that the experience can link brand equity in certain business environments to trust in the brand in other business environments. Site quality including the design quality of portal sites can affect the user's trust in the mobile services of the portal sites directly and can affect the user's intention to use the mobile portal services under certain conditions. Practically, this study suggests that portal sites should focus on designing and developing more usable sites with high-quality UI components-convenient menu navigation, a proper UI design, and usable content rather depend on their current position as the leading companies in the wired Internet environment.
Publisher
SPRINGER HEIDELBERG
Issue Date
2013-06
Language
English
Article Type
Article
Keywords

WEB SITE QUALITY; B2C E-COMMERCE; CONSUMER TRUST; BRAND EQUITY; USABILITY; INTERNET; IMPACT; COMMON; MODEL; RESPONSES

Citation

INFORMATION SYSTEMS AND E-BUSINESS MANAGEMENT, v.11, no.2, pp.235 - 252

ISSN
1617-9846
DOI
10.1007/s10257-012-0200-1
URI
http://hdl.handle.net/10203/182928
Appears in Collection
MG-Journal Papers(저널논문)
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