강민철 GE, JUN 2017-02 25009 https://aurora.ajou.ac.kr/handle/2018.oak/11249 학위논문(석사)--아주대학교 일반대학원 :경영정보학과,2017. 2 Over the last few years, Smartphone had increased their presence in the every day life. With the rapid growth of mobile network technologies, allowing users to browse or search the internet information with their smart phones, downloading mobile applications, videos and games at the same time. Although various research of studying mobile application with acceptance or purchase intention for paid applications are available. But there is little empirical research focused solely on users’ continuance intention to use mobile application. The present study sets to address this omission, the purpose of this paper is to investigate the important influence factors of users’ continuance intention to use mobile application; it investigates the impacts of application personality (enthusiasm, genuineness, sophistication and unpleasantness) and user perception (aesthetic, ease of use and perceived control) on application quality and usability respectively, which in turn influence users’ continuance intention to use mobile application. An integrated research model was developed, application personality, user perception, application quality and usability were measured by multiple dimensions. This research conducted empirically analysis with data collected from 527 users of smartphones in China. Results show that all dimensions of application personality and user perception have significant and positive influence on application quality and usability respectively, except unpleasantness, which has significant and negative influence on application quality. Besides application quality and usability have significant and positive influence on users’ continuance intention to use mobile application. Furthermore, it would provide some insights as to how application developers can improve the quality and usability of the service to maintain or enhance users’ loyalty. ABSTRACT i List of Figures iv List of Tables v 1. INTRODUCTION 1 1.1 Research Backgrounds 1 1.2 Research Purpose and Research Question 2 1.3 Organization of the Study 2 2. THEORETICAL BACKGROUND 4 2.1 Application Personality 4 2.2 User Perception 4 2.3 Application Quality 5 2.4 Application Usability 5 2.5 Literature Review of Continuance Intention 6 3. RESEARCH MODEL AND HYPOTHESES 9 3.1 Research Model 9 3.2 Application Personality on Application Quality 10 3.3 User Perception on Application Usability 10 3.4 Application Quality and Usability on Continuance Intention to Use Application 12 4. RESEARCH METHODOLOGY 14 4.1 Measurements 15 4.2 Data Collcetion .18 4.2.1 Pilot Study 18 4.2.2 Main Survey 19 5. DATA ANALYSIS AND RESULTS 21 5.1 Data Analysis .21 5.2 Results .22 5.2.1 Measurement Model 22 5.2.2 Structural Model 25 5.2.3 Mediating Effect Analysis 26 6. DISCUSSION 29 6.1 Research Findings .29 6.2 Theoretical Implications 30 6.3 Practical Implications 31 7. CONCLUSION 32 REFERENCES 34 APPENDIX A. Questionnaires in English 40 APPENDIX B. Questionnaires in Chinese 46 eng The Graduate School, Ajou University 아주대학교 논문은 저작권에 의해 보호받습니다. An Investigation of the Users’ Continuance Intention of Using Mobile Applications: Roles of the Application Quality and Usability Thesis 아주대학교 일반대학원 일반대학원 경영정보학과 2017. 2 Master http://dcoll.ajou.ac.kr:9080/dcollection/jsp/common/DcLoOrgPer.jsp?sItemId=000000025009 Mobile Application Application Personality User perception Application Quality Application Usability Continuance Intention