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This study first aims to investigate from the users` perspective what service is the most efficient to users and what service is relatively the most effective in contrast to investment among a variety of services provided by smartphone manufacturers, telecommunication companies, and related corporations. In addition, this research suggests implicatively important elements for making the future model of smartphone services. For this end, this study finds out the factors which generate users` positive or negative attitudes towards smartphone use through a questionnaire of those who are using smartphones at present. In particular, by applying Theory of Planned Behavior, this study analyzes the influence exerted by the user`s belief towards the kinds of services by setting up Attitudinal Belief, Subjective Norms, and Control Belief which have an influence on attitude from the perspective of smartphone providing detailed services. The results of this study will eventually help the smartphone manufacturers, telecommunication companies, and related corporations to establish smartphone marketing strategy as well as to select the smartphone services which will have popular appeal to their users.

A Study of Receptive Factors of Smartphone Service from the User's Perspective