What determines actual use of mobile web browsing services? A contextual study in Korea

Haejung Yun, Choong C. Lee, Byung Geun Kim, William J. Kettinger

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


The use of mobile Web browsing services is a worldwide phenomenon. The intent of this research is to produce a testable model of Web browsing services use that both identifies unique national market differences and yet is theoretically parsimonious enough to permit future cross-national studies. Specifically, our model examines which factors determine the use of mobile Web browsing services in South Korea. We show that content quality, hardware quality, ubiquity, cost, and relational factors are important predictors of actual use of mobile Web browsing services. However, counter to our model's predictions, network quality and security did not appear to be significant factors in Korea at this point of market maturity. Future empirical examination of the proposed model in different markets worldwide should provide multinational IT vendors with better understanding of the similarities and differences in the global smart phone business.

Original languageEnglish
Pages (from-to)313-328
Number of pages16
JournalCommunications of the Association for Information Systems
Issue number1
StatePublished - 2011


  • Actual use
  • Content quality
  • Mobile Web browsing service
  • Perceived cost
  • Service quality
  • Subjective norm
  • System quality
  • Unique market differences


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