A Study on the Use Intention of Xiaomi in Korean Market

Abstract

Purpose – The portability, functionality, and convenience of smart phones are constantly updated. With the rapid popularization of users of mobile terminals, Xiaomi is also developing rapidly. In February 2015, the users of Xiaomi exceeded 100 million people. As a transnational industry, Xiaomi has developed rapidly in not only China but also Korea. However, through the literature review, there is no radmissible study on the Xiaomi mobile telephones in the Korean market, so it is necessary to study the Xiaomi mobile phones in Korean market. Research design, data, and methodology – Figure analysis of data and social science analytical software of IBM SPSS AMOS 23.0 and IBM Statistics 23.0 were used for all the data researched. Results – First, the innovative diffusion temperament and the compatibility of Xiaomi have positive impacts on achievement expectations and effort expectations. Second, the innovative diffusion temperament and the complexity of Xiaomi have negative impacts on achievement expectations and effort expectations. Third, the innovative diffusion characteristics and the relative superiority of Xiaomi have positive impacts on achievement expectations and effort expectations. Conclusions – Through the analysis of the prior study, the innovation acceptance characteristics consist of compatibility, complexity, relative superiority, observation possibility, and the attempt possibility; the technical acceptance characteristics consist of achievement expectations, effort expectations, social influence, promotion condition, the study conducts relevant research on the continued use intention and analyze the hypothesis of research model.