A Comparative Study on Behavioral Factors of Using Mobile IT Service According to Attribute of Platform

In this research, we have studied how each IT mobile service platform characteristic affected subjective norm, attitude towards purchasing, perceived behavioral control, and other intentions for purchasing. This research carries out an analysis of the consumers who accommodate innovative technology through characteristics of next-generation mobile communication technology by applying the Theory of Planned Behavior stated by Ajzen (1991), which carried out a socio-psychological study of causal relationship in regards to humans' behavioral intention. First of all, participants were categorized into innovative group and non-innovative technology group based on the characteristic of accommodating the innovative technology by the customers to compare the characteristics of consumer behavior according to each category. Second of all, this very research categorized consumers into four different potential consumer group consumer groups according to four different characteristics of next-generation innovative technology to analyze and compare the difference for influencing factor that differs from each consumer group.