A Study on the Impact of the App-Book Purchasing Behavior of Smart phone Users in Korea

Jong-Ok Lee, Yong-Moon Kim


In order to research the factors influencing on the intentions for smart phone users to purchase "App-Book" in Korea, the study examines the levels of influences using on an additional variable, "cost", as well as the four key variables(performance expectancy, effort expectancy, social influence, and facilitating conditions) proposed by Unified Theory of Acceptance and Use of Technology(UTAUT; Venkatesh et al., 2003) validation. The result of the research confirms that the hypotheses of UTAUT model variable are generally supported by the information technology and many related previous researches. There is one exception, however, that facilitating conditions do not influence on the App-Book purchasing behavior by smart phone. It is revealed that the "age" and "experience" of the independent variables, as the proposed control variables, are most visible effect of control on the purchase intention and purchase behavior. This study has an academic significance of presenting a new integrated model to perform the research of the similar next App-Book services and purchase behavior related to the acceptance of new media. It also clarifies to the related companies that the usefulness of App-Book, the easiness of use, the cost and the social influence of purchasing App-Book by Outsider's intent. These aspects have practical implications as being presented.

Full Text:



Agarwal, R. and Karahanna, E., "Time flies when you're having fun : Cognitive absorption and beliefs about information technology usage," MIS Quarterly, Vol. 24, No. 4, pp. 665-694, 2000.

Ajzen, I. and Madden, T. J., "Prediction of goal-directed behavior : Attitudes, intentions, and perceived behavioral control," Journal of Experimental Social Psychology, Vol. 22, pp. 453-474, 1986.

Brakus, J. J., Schmitt, B. H., and Zarantonello, L., "Brand experience : What is it? How is it measured? Does it affect loyalty?," Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009.

Carlsson, C., Carlsson, J., Hyvnen, K., Puhakainen, J., and Walden, P., "Adoption of Mobile Devices and Services-Searching for Answers with the UTAUT," Proceedings of the 39th Hawaii International Conference on System Sciences, 2006.

Chang, H. R., "The Use of Web-based Electronic Books among Undergraduate Students," Korea Society for Information Management, Vol. 23, No. 4, pp. 233-256, 2006.

Chatterjee, D., Grewal, R., and Sambamurthy, V., "Shaping up for Ecommerce : Institutional enablers of the organizational assimilation of web technologies," MIS Quarterly, Vol. 26, No. 2, pp. 65-89, 2002.

Cho, S. B., LISREL Structural Equation Model, Seoul : YoungJi Publishers, 2000.

Chou, S. C., Stu, J., and Lin, Y., "Determinants of E-book Readers Adoption and Continuation : A Comparison of Pre- Adoption and Post-Adoption Beliefs," Computer Sciences and Convergence Information Technology(ICCIT), pp. 853- 856, 2010.

Chung, Y. S. and Jung, C. H., "Factors Influencing the Post Acceptance Behavior of User in the Internet Banking," The Korea Contents Association, Vol. 10, No. 6, pp. 404-414, 2010.

Cronin, J. J., Brady, M. K., and Hult, G. T. M., "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, Vol. 76, No. 2, pp. 193-218, 2000.

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace," Journal of Applied Social Psychology, Vol. 22, No. 14, pp. 1111-1132, 1992.

Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, Vol. 13, No. 3, pp. 319-339, 1989.

Dodds, W. B., Monroe, K. B. and Grewal, D., "Effects of price, brand, and store information on buyers' product evaluations," Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319, 1991.

El-Gayar, O. F. and Moran, M., "College Student's Acceptance of TABLET PCS_An Application of the UTAUT Model," Dakota State University, 2006.

Engel, J. F., Blackwell, R. D., and Miniard, P. W., Consumer Behavior, New York : The Dryden Press, 1995.

Fornell, C., Johnson, M., Anderson, E., Cha, J., and Bryant, B., "The American customer satisfaction index : Nature, Purpose and Finding," Journal of Marketing, Vol. 60, No. 4, pp. 7-18, 1996.

Gruzd, A., Staves, K., and Wilk, A., "Connected scholars : Examining the role of social media in research practices of faculty using the UTAUT model," Computers in Human Behavior, 2012.

Guinan, P. J., Cooprider, J. G., and Sawyer, S., "The Effective Use of Automated Application Development Tools," IBM Systems Journal, Vol. 36, No. 1, pp. 124-139, 1997.

Haemoon, O., "Diner's Perceptions of Quality, Value, and Satisfaction," Cornell Hotel and Restaurant Administration Quarterly, Vol. 41, No. 3, pp. 58-66, 2000.

Han, H. W. and Hong, Y. K., "The Study on the Representation of Abjection in e-book Content," Human Contents of Association, Vol. 25, pp. 195-210, 2012.

Han, S. I., "Determinants of user's Intention to use of Mobile banking," Society for e-Business Studies, Vol. 10, No. 3, pp. 135-157, 2005.

Jeon, S. H., Park, N. R., and Lee, C. C., "Study on the Factors Affecting the Intention to Adopt Public Cloud Computing Service," Entrue Journal of Information Technology, Vol. 10, No. 2, pp. 97-112, 2011.

Joreskog, K. G., Sorbom, D., Du Toit, S., and Du Toit M., LISREL 8 : New Statistical Features, Third printing with revisions, Lincolnwood, IL : Scientific Software International, 2003.

Jung, J. H., "A Study on the Scheme to Activate an e-book Services in Academic Libraries," Korean Institute of Information Scientists and Engineers, Vol. 43, No. 1, pp. 113-133, 2009.

Jung, J. Y. and Cho, J. R., "A study of developing Customer Satisfaction Index (CSI) used for Structural Equation Model (SEM) and applications of customers' decision," The Korean Society for Quality Management, Vol. 31, No. 3, pp. 85-97, 2003.

Jung, W. J., "The Effects of Usability of Mobile Shopping Malls on Customers' Intention to Buy," Daehan journal of business, Vol. 25, No. 3, pp. 1769-1791, 2012.

Kim, B. H. and Yoon, M. G., "Customer Acceptance and Usage Behavior for Airline e-Services by using UTAUT model," The Korea Academic Society of Tourism and Leisure, Vol. 23, No. 6, pp. 471-491, 2011.

Kim, J. A. and Kim, J. K., "Study on investigation and analysis of UI design trend of e-book applications : Focused case research analysis of e-Book applications of iPad," Journal Korea Society of Design Forum, Vol. 36, pp. 253-264, 2012.

Kim, K. S., New AMOS Analysis of Structural Equation Model, Seoul : Hannarae Publishing Co., 2007.

Kim, M. O., "A Study of Factors Influencing Social Media Acceptance for Office Professionals," Journal of Secretarial Science, Vol. 20, No. 2, pp. 59-78, 2011.

Koh, Y. J. and Lee, H. I., "A Study on the Changes of Behavior Patterns in Smartphone Users by Shadowing Early iPhone Users," Journal of Commodity Science and Technology, Vol. 28, No. 1, pp. 111-120, 2010.

Korea Communications Commission, "Fixed and Wireless Subscribers Statistics," 2012. 11. 27.

Korea Electronic Publishing Association, "E-book ecosystem Strategy Seminar," Seoul International Book Fair, pp. 3-75, 2012.

Korea Electronic Publishing Association, "Electronic Publishing Yearbook," 2009.

Korea Internet and Security Agency, "Survey by the second half of 2011 smartphone : Download Mobile App Type- Mobile app download User Status," 2011.

Landoni, M. and Hanlon, G., "E-book reading groups : interacting with e-books in public libraries," Electronic Library, Vol. 25, No. 5, pp. 599-612, 2007.

Lee, H. S. and Lyi, D. R., "A Study on the effects of online postscript as Wordof- Mouth," Korean academic society for public relations, Vol. 8, No. 2, pp. 234-268, 2004.

Lee, J. M., "Role of Perceived Enjoyment and Perceived Usefulness in Intention to Use e-Learning : Differences of Use Experience Degree and Age," Daehan Journal of business, Vol. 25, No. 1, pp. 211-225, 2012.

Lee, O. K., "The Research on the Recognition of App-Books? Re-mediation and Users? of Usability," The Korean Publishing Science Society, Vol. 37, No. 1, pp. 99-121, 2011.

Lee, S. H. and Oh, S. H., "Proposal of App Book as Non-contact Contents," Journal Korea Society of Design Forum, No. 5, pp. 232-233, 2012.

Lee, Y. H., "Status and Outlook Mobile application business," Korea Creative Contents Agency, Focus Vol. 48, pp. 1-31, 2012.

Monroe, K. B., "Price and Customers' Perceptions of Value," in Gerald E. Smith (ed.) Visionary Pricing : Reflections and Advances in Honor of Dan Nimer (Advances in Business Marketing and Purchasing, Volume 19), Emerald Group Publishing Limited, pp. 129-152, 2012.

Munnukka, J., "Customers' purchase intentions as a reflection of price perception," Journal of Product and Brand Management, Vol. 17, No. 3, pp. 188-196, 2008.

Nam, Y. J. and Choi, S. E., "A Study on User Satisfaction with e-Book Services in University Libraries," Journal of the Korean society for library and information science, Vol. 45, No. 1, pp. 287-310, 2011.

Nho, J. S., "Status and Prospects of the World e-book market," Korea Creative Contents Agency, Statistics Briefing, Vol. 12, No. 8, pp. 1-4, 2012.

Oh, J. C., "A Study on Purchasing Intention of Application using Theory of Reasoned Action," Korea Corporation Management Association, Vol. 18, No. 4, pp. 141- 163, 2011.

Oh, J. C., "Factors of Internet Service Acceptance : A Revaluation of UTAUT Model," The Korean Academic Society of Business Adminstration, Vol. 39, No. 1, pp. 55-79, 2010.

Park, C. and Yoo, C. G., "Study on the Effects of Consumers' Word of Mouth about Brand Experiences and Responses on Brand Evaluations at Online Context," Korean Society of Consumer Studies, Vol. 17, No. 1, pp. 73-93, 2006.

Park, I. S. and Ahn, H. C., "A Study on the User Acceptance Model of Mobile Credit Card Service based on UTAUT," The e-business studies, Vol. 13, No. 3, pp. 551-574, 2012.

Park, M. H., "A Study on Properties of Genre Adaptation for App Book in Animation Series," Korea Humanities Content Society, Vol. 25, pp. 175-194, 2012.

Richardson, P. S., Jain, A. K., and Dick, A., "Household store brand proneness : A Framework," Journal of Retailing, Vol. 72, No. 2, pp. 159-185, 1996.

Sanders, J. and Nee, V., "The road to parity: Determinants of the socioeconomic achievements of Asian Americans," Ethnic and Racial Studies, Vol. 8, pp. 75-93, 1985.

Shelburne, W. A., "ebook usage in an academic library user attitudes and behaviors," Library Collections, Acquisitions, and Technical Services, Vol. 33, No. 2, pp. 59-72, 2009.

Shiffman, L. G. and Kanuk, L., Consumer Behavior, 2nd ed. Englewood Cliffs, NY : Prentice-Hall, 1983.

Shin, H. S., Song, Y. U., and Sung, N. H., "The Impact of Perception on the Difference Between Mobile and Stationary Internet Toward the Intention to Use Mobile Internet," Society for e-Business Studies, Vol. 15, No. 3, pp. 99-129, 2010.

Sohn, S. H., Chol, Y. J., and Hwang, H. S., "Understanding Acceptance of Smartphone among Early Adopters Using Extended Technology Acceptance Model," Korean Society Journalism and Communication Studies, Vol. 55, No. 2, pp. 227-251, 2011.

Suh, M. S., Ahn, J. W., Lee, J. E., and Park, S. K., "The effects of multidimensional review in online," The Korea Contents Association, Vol. 9, No. 8, pp. 362-367, 2009.

Sung, D. K. and Sung, D. H., "Examining Variables Affecting the Intention to Use eBook Reader," The Korean Publishing Science Society, Vol. 36, No. 1, pp. 299-326, 2010.

Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D., "User Acceptance of Information Technology : Toward a Unified View," MIS Quarterly, Vol. 27, No. 3, pp. 425-478, 2003.

Wang, H. I. and Yang, H. L., "The role of personality traits in UTAUT model under online stocking," Contemporary Management Research, Vol. 1, No. 1, pp. 69-82, 2005.

Yang, H. C. and Jeong, I. K., "A study of the characteristics of different smartphone user types : between users and nonusers of applications," Journal of Cyber society and Culture, Vol. 2, No. 1, pp. 17-49, 2011.

Yoo, C. G., Ahn, K. H., and Park, S. H., "A Study of the Influence of On-Line Word-Of-Mouth on the Customer Purchase Intention," Korean Marketing Association, Vol. 13, No. 3, pp. 209-231, 2011.

Yoo, C. W., Kim, Y. J., Moon, J. H., and Choe, Y. C., "The Effect of Herding Behavior and Perceived Usefulness on Intention to Purchase e-Learning Content : Comparison Analysis by Purchase Experience," Asia Pacific Journal of Information Systems, Vol. 18, No. 4, pp. 105-130, 2008.

Yoo, H. S., Kim, M. Y., and Kwon, O. B., "A Study of Factors Influencing Ubiquitous Computing Service Acceptance," Society for e-Business Studies, Vol. 13, No. 2, pp. 117-147, 2007.

Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means- End Model and Synthesis of Evidence," Journal of Marketing, Vol. 52, No. 3, pp. 2-22, 1988.


  • There are currently no refbacks.