모바일 음악 서비스의 지속적 이용의도 결정요인 연구

Abstract

스마트폰 이용자가 증가하면서 사람들은 모바일과 관련된 다양한 서비스를 이용할 수 있게 되었다. 특히 모바일 음악 서비스는 스마트폰 보유가 확산됨에 따라 사람들의 음악 이용 패턴을 변화시키고 있는데 Wi-Fi존 설치와 확대, 무제한 데이터 요금제가 출현하면서 이전과는 다른 패러다임이 진행되고 있다. 이러한 스마트폰 환경으로 인해 모바일 음악시장에서 스마트폰을 활용하는 사람들의 비중은 증가하게 되었고, 관련 시장에도 영향을 미치고 있다. 기존의 벨소리 시장은 축소되고, Local 영역은 PC와 더불어 스마트 디바이스로 사용 영역이 넓어지고 있는 것이다. 이와 더불어 음악 서비스는 다운로드 시장에서 스트리밍 시장으로 변화하고 있으며, 이로 인해 스트리밍 서비스 이용자는 계속해서 증가하고 있다. 또한 음악 서비스업자들은 음악 애플리케이션 출시를 서두르고 있으며, 이러한 애플리케이션은 보편화되어가고 있다. 이러한 현상에 초점을 맞추어 본 연구에서는 모바일 음악 서비스 이용자들이 모바일 음악 서비스를 지속적으로 이용하게 하는 요인이 무엇인지 알아보고자 하였다. 이 과정에서 새로운 기술과 서비스를 받아들이는 이용자의 선택과정과 지속적인 이용의도를 파악하기 위한 모델로서 많은 연구에서 사용되고 있는 기술수용모델을 적용하였다. 구체적으로 지속적 이용의도를 형성하는 다양한 변인들의 구조적 관계를 검증함으로써 모바일 음악 서비스 이용 활성화를 위한 방안을 제시하였다. 구체적으로 기술수용모델 변인인 인지된 유용성, 인지된 용이성과 모바일 음악 서비스의 지속적 이용의도에 영향을 미칠 것이라고 예상되는 변인들을 선행연구를 통해 서비스다양성, 즉시접속성, 개인화로 설정하였다. 본 연구는 연구문제의 분석을 위해 설문조사를 실시하여 274개의 데이터를 활용하였으며 이들을 통계 패키지 프로그램인 SPSS 21.0과 AMOS 21.0으로 분석하였다. 분석에 사용된 통계 분석 방법으로는 구조방정식모형분석이 사용되었다. 먼저 모바일 음악 서비스 특성이 인지된 유용성에 어떠한 영향을 미치는지 살펴보았다. 분석 결과, 서비스다양성과 개인화가 인지된 유용성에 유의미한 영향을 미치는 것으로 나타났다. 다음으로는 모바일 음악 서비스 특성이 인지된 용이성에 어떠한 영향을 미치는지 살펴보았다. 분석 결과, 서비스다양성과 즉시접속성은 인지된 용이성에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 마지막으로 인지된 유용성과 인지된 용이성이 지속적 이용의도에 어떠한 영향을 미치는지 알아보았다. 분석 결과, 인지된 유용성과 인지된 용이성은 지속적 이용의도에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 본 연구는 모바일 음악 서비스의 여러 가지 특성 중에서도 이용자들이 모바일 음악 서비스를 지속적으로 이용하는데 영향을 미치는 구체적인 특성을 파악했다는 것에 의의가 있다. 모바일 음악 서비스의 발전을 위해 어떠한 보완점과 강화점이 필요한지를 제시하였기 때문이다. 그럼에도 불구하고 다음과 같은 한계점을 가지고 있다. 먼저 표본추출의 문제로, 다양하지 못한 표본을 바탕으로 연구를 실시하였기 때문에 후속 연구에서는 보다 풍부한 표본을 확보하여 연구를 실시해야 할 것이다. 또한 설문조사에 활용된 서비스다양성의 측정문항이 각각의 세부적인 서비스를 적극적으로 반영하지 못했다는 한계점을 가지고 있다. 마지막으로 모바일 음악 서비스의 특성을 세 가지의 요인으로 한정지었기 때문에 보다 다양하게 구성하지 못했다는 한계점이 있다. 보다 다양한 차원에서 모바일 음악 서비스 특성을 구성하여 연구를 진행한다면 이용자 파악과 더불어 모바일 음악 서비스 시장이 활성화되고 발전하는데 도움이 될 수 있을 것이다.| As the users of the smartphone increase, people started using various services related to the mobile phone. In particular, the mobile music service changes the music use patterns of people followed by the expansion of smartphone possession, and as the Wi-Fi zone was established and expanded, and the unlimited data rate system emerged, the paradigm different from the existing ones has been progressing. Due to this smartphone environment, the importance of the people utilizing the smartphone in the mobile music market has increased and it also influences related markets. The former bell sound market has been reduced, and the local area along with PC has been expanding its use area due to the smart device. In addition, music service is in the trend to change from the download market to the streaming market, and due to this situation, the users of the streaming service have been continuously increasing. Furthermore, music service providers rush to launch music applications, and these applications become a common phenomenon. Focusing on this phenomenon, this study attempted to examine the factors that make the users of the mobile music service continuously use the mobile music service. As a model to understand the selective course of the users who accept new technologies and services in the course and the consistent use intention, this study applied Technology Acceptance Model (TAM) that is utilized by many researches. Concretely, it suggested a method to utilize the mobile music service use by verifying the structural relationship of different variables that form the consistent use intention. For this, the variables that are expected to influence perceived usefulness and perceived ease of use as the variables of Technology Acceptance Model, and the consistent use intention of the mobile music service were established as service diversity, immediate accessibility and individualization through preceding studies. A questionnaire was conducted for analysis and 274 data were utilized and they were analyzed by statistical package programs, SPSS 21.0 and AMOS 21.0. Structure Equation Model (SEM) analysis was used as the statistical analysis method for this study. First of all, it examined the effects of the mobile music service characteristics on perceived usefulness. As a result of the analysis, it was found that service diversity and individualization give statistically significant effects to perceived usefulness. Then, it reviewed the effects of the mobile music service characteristics on perceived ease of use. As a result of the analysis, service diversity and immediate accessibility were found to give statistically significant effects to perceived ease of use. At last, it studied the effects of perceived usefulness and perceived ease of use on the consistent use intention. As a result of the analysis, perceived usefulness and perceived ease of use was found to give statistically significant effects to the consistent use intention. It is significant that this study discovered specific characteristics influencing the consistent use of the mobile music service by users among various characteristics of the mobile music service. It is because based on this attempt, this study suggested the supplementary and reinforcing points for a more active mobile music service market in the future. Nevertheless, this study still has limits as follows. First, because as a sampling issue, this study did not proceed with various samples, future study should secure much more abundant samples in the future for a far more elaborate research. Furthermore, it has the limit that the measuring items of service diversity utilized in the questionnaire did not positively reflect each detailed service. At last, since the mobile music service characteristics were restricted to three factors, it was not composed diversely. If a study is performed by composing the mobile music service characteristics in diverse levels, it could help revitalize and develop the mobile music service market as well as understand the users.; As the users of the smartphone increase, people started using various services related to the mobile phone. In particular, the mobile music service changes the music use patterns of people followed by the expansion of smartphone possession, and as the Wi-Fi zone was established and expanded, and the unlimited data rate system emerged, the paradigm different from the existing ones has been progressing. Due to this smartphone environment, the importance of the people utilizing the smartphone in the mobile music market has increased and it also influences related markets. The former bell sound market has been reduced, and the local area along with PC has been expanding its use area due to the smart device. In addition, music service is in the trend to change from the download market to the streaming market, and due to this situation, the users of the streaming service have been continuously increasing. Furthermore, music service providers rush to launch music applications, and these applications become a common phenomenon. Focusing on this phenomenon, this study attempted to examine the factors that make the users of the mobile music service continuously use the mobile music service. As a model to understand the selective course of the users who accept new technologies and services in the course and the consistent use intention, this study applied Technology Acceptance Model (TAM) that is utilized by many researches. Concretely, it suggested a method to utilize the mobile music service use by verifying the structural relationship of different variables that form the consistent use intention. For this, the variables that are expected to influence perceived usefulness and perceived ease of use as the variables of Technology Acceptance Model, and the consistent use intention of the mobile music service were established as service diversity, immediate accessibility and individualization through preceding studies. A questionnaire was conducted for analysis and 274 data were utilized and they were analyzed by statistical package programs, SPSS 21.0 and AMOS 21.0. Structure Equation Model (SEM) analysis was used as the statistical analysis method for this study. First of all, it examined the effects of the mobile music service characteristics on perceived usefulness. As a result of the analysis, it was found that service diversity and individualization give statistically significant effects to perceived usefulness. Then, it reviewed the effects of the mobile music service characteristics on perceived ease of use. As a result of the analysis, service diversity and immediate accessibility were found to give statistically significant effects to perceived ease of use. At last, it studied the effects of perceived usefulness and perceived ease of use on the consistent use intention. As a result of the analysis, perceived usefulness and perceived ease of use was found to give statistically significant effects to the consistent use intention. It is significant that this study discovered specific characteristics influencing the consistent use of the mobile music service by users among various characteristics of the mobile music service. It is because based on this attempt, this study suggested the supplementary and reinforcing points for a more active mobile music service market in the future. Nevertheless, this study still has limits as follows. First, because as a sampling issue, this study did not proceed with various samples, future study should secure much more abundant samples in the future for a far more elaborate research. Furthermore, it has the limit that the measuring items of service diversity utilized in the questionnaire did not positively reflect each detailed service. At last, since the mobile music service characteristics were restricted to three factors, it was not composed diversely. If a study is performed by composing the mobile music service characteristics in diverse levels, it could help revitalize and develop the mobile music service market as well as understand the users.