Earticle

초록

영어

This study aimed to empirically investigate the consumer psychology, including attitudes and repurchase intentions of Chinese and Korean consumers, based on motivational theories to enhance the provided mobile content services. From April 2023 to September 2023, the research collected valid questionnaires from 200 Chinese and Korean consumers using mobile content services and analyzed the data using AMOS18.The findings demonstrate that for both countries, consumers perceive the importance of perceived usefulness and perceived enjoyment in influencing user attitudes towards mobile content services. However, in terms of repurchase intentions, in China, both perceived usefulness and attitude positively influence repurchase intentions, whereas in Korea, only perceived enjoyment significantly influences repurchase intentions. These differences bear significant implications for businesses to formulate marketing strategies in both markets and enhance user retention rates.

목차

Abstract
I. 서론
II. 이론적 배경
1. 동기이론과 모바일 콘텐츠 서비스
2. 인지된 유용성과 인지된 즐거움
3. 재구매 의도
III. 연구방법
1. 연구모형
2. 연구가설
IV. 실증분석
1. 변수의 조작적 정의 및 측정항목
2. 조사 방법
V. 결론과 시사점
참고 문헌

저자

• 장루이 [ 동국대학교 글로벌비즈니스전공 박사과정 ]
• 문태수 [ 동국대학교 경영학부 정보경영학과 교수 ]

참고문헌