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Research on Attachment Creating Structure due to Customers' Product Group Innovativeness: -Towards Mobile Telecommunication Service-
Journal of The Korea Society of Computer and Information
Abbr :
JKSCI
2010, 15(10), pp.221-227
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science
2010, 15(10), pp.221-227
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science
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This research dealt with the psychological structure where customers get attached to mobile telecommunication service. As a result, first, product group innovativeness had a meaningful influence on the customers' having trust and positive affects in mobile telecommunication service. Second, when the trust of the customers using mobile telecommunication service was high, the affection towards the service was proportionately positive. Third, although the affection of love was strong when the customers highly trusted the mobile telecommunication service he is using, it did not have a meaningful influence on the attachment of relationship. Fourth, when the customers gained a positive affection towards the mobile telecommunication service, the attachment of love and relationship was stronger. These research results mean that the effects which customers' mobile telecommunication innovativeness have should be considered importantly as a factor of influence on customers' service attachment.
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