Earticle

초록

영어

The domestic multiplex industry provides consumers with a choice of movies and a variety of contents and entertainment facilities and services. In addition, the number of movie theaters with the significant market potential is also steadily increasing in the competitive multiplex market environment. For the analysis, we conducted research on 300 adolescents who have experienced using domestic multiplex mobile service within the recent year. This study examined the structural relationship among the multi-dimensional mobile service quality of multiple, enjoyment of use, and online word of mouth intention. Also, it explored the mediating effect of enjoyment of use and the moderating effect of gender in the structural model. As a result, the mobile service quality of multiplex has a significant effect on the online word of mouth intention through the enjoyment of use. However, there was no moderating effect of gender of participating adolescents in the relationships. Based on the analysis of empirical results, this study discussed a series of theocratical and practical implications for the marketing strategies of multiplex in the highly competitive market.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 모바일 서비스 품질(The Quality of Mobile Service)
2.2 이용 즐거움(Enjoyment of Use)
2.3 온라인 구전의도(Online Word of Mouth)
3. 가설 도출 및 연구모형 설정
3.1 모바일 서비스 품질과 이용 즐거움의 관계
3.2 이용 즐거움과 온라인 구전의도의 관계
3.3 모바일 서비스 품질과 온라인 구전의도의 관계
3.4 성의 조절효과
4. 연구 방법론
4.1 연구 대상 및 자료 수집
4.2 분석 방법
4.3 변수측정
4.4 실증분석 결과
5. 결론 및 시사점
5.1 분석 결과 및 토론
5.2 연구의 한계점
References

키워드

저자

• 이한솔 [ Hansol Lee | Research Fellow, Graduate School of Culture-Art Business Administration, Chung-Ang University ]
• 김현철 [ Hyeon-Cheol Kim | Professor, School of Business Administration, College of Business & Economics, Chung-Ang University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005