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Factors affecting the smartphone users to use the mobile portal services: focusing on Korean mobile portals

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Abstract

This study aims to clarify whether and how the portal sites in wired Internet environments can enhance their positions as market leaders in the mobile environment.The result may explain that the user’s trust in the mobile services of portal sites (the mobile portal services) is related to the site’s quality and the site’s brand equity significantly and is a mediator to increase the user’s intention to use mobile portal services. This study also explains that the user’s experience with a smartphone can encourage portal users to expect that the mobile portal services are useful and that the experience can link brand equity in certain business environments to trust in the brand in other business environments. Site quality including the design quality of portal sites can affect the user’s trust in the mobile services of the portal sites directly and can affect the user’s intention to use the mobile portal services under certain conditions. Practically, this study suggests that portal sites should focus on designing and developing more usable sites with high-quality UI components—convenient menu navigation, a proper UI design, and usable content rather depend on their current position as the leading companies in the wired Internet environment.

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Acknowledgments

This research was supported by the MKE (The Ministry of Knowledge Economy), Korea, under the ITRC (Information Technology Research Center) support program supervised by the NIPA (National IT Industry Promotion Agency) (NIPA-2012-H0301-12-1004).

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Authors and Affiliations

  1. Corporate Strategy Research Center, POSRI, POSRI Bldg., #514, Bongeunsa-ro, Gangnam-gu, Seoul, 135-878, Korea

    Jongtae Lee

  2. Department of Management Science, KAIST, #5112, N22, KAIST, 335, Daehak-ro, Yuseong-gu, Daejeon, 305-701, Korea

    Myeong-Cheol Park

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  1. Jongtae Lee
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Correspondence to Jongtae Lee.

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Lee, J., Park, MC. Factors affecting the smartphone users to use the mobile portal services: focusing on Korean mobile portals. Inf Syst E-Bus Manage 11, 235–252 (2013). https://doi.org/10.1007/s10257-012-0200-1

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