UTAUT2를 적용한 골프 애플리케이션 사용자 특성이 이용의도에 미치는 영향

초록

The purpose of this study is to investigate the effect of user characteristics of the golf application to which the extended UTAUT2 is applied on the intention to use. To achieve the purpose of this study, domestic golf application users were selected as study subjects. A total of 355 questionnaires were collected, and 329 copies were finally used. The SPSS 27.0 and AMOS statistical analysis program was used as the data processing program, and confirmatory factor analysis, reliability analysis, correlation analysis, simple regression analysis, and multiple regression analysis were performed. The results of the study are as follows. First, habit had a significant effect on gender. Hedonic motivation had a significant effect on age and handicap. In the frequency of app use, performance expectations, effort expectations, social influence, hedonic motivation, and habits showed significant effects. Second, performance expectations, effort expectations, social influences, hedonic motives, and habits of UTAUT2 were found to have a statically significant effect on the intention to use, while promotion conditions and price effectiveness did not have a statistically significant effect. This study has academic significance in that it identified the influence of UTAUT2 sub-factors on intention to use according to the characteristics of golf application users.

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