PPM 모델에 의한 MNO 서비스 이용자의 MVNO 전환 의도 분석

In this paper, we analyzed what factors influence the switching of MNO service users to MVNO services. To ensure the objectivity and validity of the variables used in this study, in-depth interview was conducted first. The in-depth interview was conducted with the executives of five MVNO operators. The results of the interview were used as variables for the research model. The theoretical framework of this study was based on the Push-Pull-Mooring(PPM) model, A total of 600 respondents were surveyed to analyze the results of the study, divided into the total group that uses MNO services, the group that has used a MVNO, and the group that has not used MVNO. PLS(Partial Least of Square) was used to analyze this study, and frequency analysis was conducted using SPSS. The results of this study were summarized as follows. First, this study found that it was not only the fact that MNO service users switched to MVNO services because the cost of MVNO is lower than that of the three MNOs, but also various factors such as the same call quality between MNO and MVNO, the attractiveness of alternatives such as self-supported internet subscriptions, the social atmosphere due to the increased in MVNO users around them, the social influence due to recommendations from acquaintances, and the low trust in the three MNO. And we found that the mooring variable switching cost had no effect on the intention to switch, and user resistance had a negative effect on the intention to switch.