Earticle

초록

영어

This study is to identify the difference between customer engagement and reuse intention according to the three types of content characteristics. Analysis of variance was applied to compare three groups on average to analyze the differences between those groups. After testing the manipulation of experiment, structural equation modeling for various antecedents was performed. Interaction had a positive effect on Engagement, as we have proved within the paper. Content information had a positive impact on Engagement. The effect of attention on Engagement was confirmed as positive. Scarcity of time had a positive effect on engagement and Scarcity of quantity had a positive effect on engagement, Ubiquity has a positive effect on engagement. System quality positively affects engagement. Ease of use has a positive effect on engagement. Consumer engagement had a positive effect on reuse intention. Finally, there are differences among the three kinds of mobile commerce as conclusion within the findings.

목차

Abstract
Introduction
Theoretical Background
Research Model
Research Methodology
Results and Discussions
Conclusions
References

저자

• Wang Ming [ Department of Business Administration Soonchunhyang University ]
• Jaewon Choi [ Department of Business Administration Soonchunhyang University ]

참고문헌