Earticle

초록

영어

This study investigates the perceived value and post-purchase intention of Chinese mobile content services using the Value-based Adoption Model (VAM), aiming to exploring the key difference of users’ behavior while using utilitarian and hedonic mobile content service. An empirical survey was conducted between June 2023 and January 2024, and 313 valid responds were collected for data analysis. Result shows that perceived benefit (perceived usefulness and perceived enjoyment), were found to have significant positive impacts on perceived value，and technicality has a significant negatively impact on perceived value for both utilitarian and hedonic MCS; In utilitarian MCS, perceived price is a significant negative factor influencing users' perceived value, whereas in hedonic MCS, perceived price has a significant positive effect on perceived value. Finally, we found that compared to utilitarian MCS, satisfaction plays a more significant mediating role in hedonic MCS.

목차

Abstract
Introduction
Research background
1. Research related to Mobile Contents Service
2. Mental accounting theory and Value-based adoption model
3. Perceived value
4. Utilitarian and hedonic Mobile Content Service
Research Model and Hypothesis
3.1 Perceived benefits and perceived sacrifices
3.2 Perceived value, satisfaction and the post-purchase intention
3.3 The moderating effect by the utilitarian and hedonic dimensions of MCS
4. Research methodology
4.1 Questionnaire Design
4.2 Data Collection and Analysis
5. Analysis and results
5.1. Testing of measurement model
5.3 Hypothesis Testing Result
6. Discussion
7. Implication and Limitations
Reference

저자

• 장루이 [ 동국대학교 일반대학원 경영정보전공 박사과정 ]
• 문태수 [ 동국대학교 경영정보학 교수 ]

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