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The telecommunication market in Korea is becoming saturated in terms of the number of service subscribers and the industry growth rate. As the market becomes more competitive and the customers' expectation to service or product increases, strategies based on customer data analysis have become more important. In order to understand customers' behavior and intentions, researchers have applied the theory of reasoned action (TRA) across a wide variety of areas. Since the TRA, however, is quite general, it should be tailored for specific behavior. Warshaw (1980) has argued that TRA has weak predictive power in marketing applications, and thus he has suggested a new intention model specialized in product purchase situations. In this preliminary study, we attempt to explore the intention of purchasing mobile-RFID services by adopting the Warshaw's purchase intention model. In order to examine the adoptability, we have compared the adjust R2 of Warshaw's model with that of technology acceptance model (TAM) which is one of most popular theories examining the intention of information system usage. Secondly, as characteristics of telecommunication services become increasingly sophisticated, personal innovativeness could be a key factor of telecommunication services usage. Thus, we examine whether the personal innovativeness in the domain of IT has moderation effect on purchasing mobile-RFID services.
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