A comparative study of the motivational orientation type on users’ behavior: focusing on ubiquitous computing services

One of the main problems of today’s ubiquitous computing systems is that they do not meet their quality requirements. Ubiquitous computing services such as mobile data services (MDS) are fundamentally different from traditional information systems (IS) in terms of important quality factors such as information or system quality because it has been used in various life contexts. We identify important quality factors on various contexts in Korea MDS market. Using the results of qualitative study, we propose research model. To identify the effect of motivational orientation type on users’ behavior, we classified users according to their propensities into intrinsic and extrinsic motivational orientation groups. The results show that the impact of quality factors on user satisfaction is differentiated depending on motivational orientation types. The paper concludes with a discussion of the study’s limitations and implications.

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