Earticle

초록

영어

This study aims to understand the antecedents and consequences of flow experience in online movie information sharing behavior of young Chinese moviegoers residing in Korea to explore a potential market. We followed the Stimulus-Organism-Response (S-O-R) theory and flow theory approaches for developing measures of constructs and investigated previous related studies. This study collected 186 data from Chinses students who attend Korean university. Statistical analysis revealed that information seeking behavior and telepresence are related to online flow experience. In addition, the online flow experience affected consumer satisfaction and information sharing behavior. Flow experience also has been predicted the mediation effect between stimulus information seeking behavior, telepresence and satisfaction and information sharing behavior. Our research findings offer insights for marketers in the movie distribution business who are interested in a better understanding of the behaviors of Chinese moviegoers residing in Korea

목차

Abstract
1. Introduction
2. Theoretical Background and Hypotheses Development
2.1 Theoretical Background
2.2 Hypotheses Development
3. Statistical Technique and Methodology
3.1 Statistical Technique
3.2 Measurement Development
3.3 Data collection and sample characteristics
4. Statistical Technique and Methodology
4.1 Measurement Model
4.2 Structural Model
4.3 Mediation Analysis
5. Conclusion
References

키워드

저자

• Zong-yi Zhu [ Doctoral Student, Department of Arts and Cultural Management, Graduate School, Chung-Ang University, Seoul, South Korea ]
• Hyeon-Cheol Kim [ Professor of Marketing, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, South Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380