Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

Analyzing The Influence of Multiplex Mobile Service Quality on Online Word of Mouth: Focusing on the Mediating Effect of Use Enjoyment and the Moderating Effect of Gender

멀티플렉스 모바일 서비스 품질이 온라인 구전의도에 미치는 영향력 분석: 이용 즐거움의 매개효과와 성별의 조절효과를 중심으로

  • Lee, Hansol (Graduate School of Culture-Art Business Administration, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business & Economics, Chung-Ang University)
  • Received : 2018.10.01
  • Accepted : 2018.12.24
  • Published : 2018.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

DOTSBL_2018_v25n4_123_f0001.png 이미지

Research Model

DOTSBL_2018_v25n4_123_f0002.png 이미지

Gender Moderate Effect Result

Confirmatory Factor Analysis

DOTSBL_2018_v25n4_123_t0001.png 이미지

Correlation analysis

DOTSBL_2018_v25n4_123_t0002.png 이미지

Result of Research Hypotheses

DOTSBL_2018_v25n4_123_t0003.png 이미지

The Results of mediation effect verification

DOTSBL_2018_v25n4_123_t0004.png 이미지

Gender Moderate Effect Result

DOTSBL_2018_v25n4_123_t0005.png 이미지

References

  1. Ahn, T., Ryu, S., and Han, I. "The impact of Web quality and playfulness on user acceptance of online retailing", Information & Management, Vol. 44, No. 3, 2007, pp. 263-275. https://doi.org/10.1016/j.im.2006.12.008
  2. Al, M. M., Akroush, M. N., and Mohamed, I. A., "Consumer attitudes towards online shopping : The effects of trust, perceived benefits, and perceived web quality", Internet Research, Vol. 25, No. 5, 2015, pp. 707-733. https://doi.org/10.1108/IntR-05-2014-0146
  3. Aladwani, A. M. and Palvia, P. C., "Developing and validating an instrument for measuring user-perceived web quality", Information & Management, Vol. 39, No. 6, 2002, pp. 467-476. https://doi.org/10.1016/S0378-7206(01)00113-6
  4. Bhave, K., Jain, V., and Roy, S., "Understanding the orientation of gen Y toward mobile applications and in-app advertising in India", International Journal of Mobile Marketing, Vol. 8, No. 1, 2013, pp. 62-74.
  5. Cheong, J. H. and Park, M. C., "Mobile internet acceptance in Korea", Internet Research, Vol. 15, No. 2, 2005, pp. 125-140. https://doi.org/10.1108/10662240510590324
  6. Cheung, C. M. K. and Lee, M. K. O., "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms", Decision Support Systems, Vol. 53, No. 1, 2012, pp. 218-225. https://doi.org/10.1016/j.dss.2012.01.015
  7. Chi, T., "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach", Journal of Retailing and Consumer Services, Vol, 44, 2018, pp. 274-284.
  8. Chu, S. C. and Sung, Y., "Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter", Electronic Commerce Research and Applications, Vol. 14, No. 4, 2015, pp. 251-260. https://doi.org/10.1016/j.elerap.2015.04.002
  9. Courtois, C., Mechant, P., De Marez, L., and Verleye, G., "Gratifications and seeding behavior of online adolescents", Journal of Computer-Mediated Communication, Vol. 15, No. 1, 2009, pp. 109-137. https://doi.org/10.1111/j.1083-6101.2009.01496.x
  10. Cyr, D., Head, M., and Ivanov, A., "Design Aesthetics Leading to m- Loyalty in Mobile Commerce", Information & Management, Vol. 43, No. 8, 2006, pp. 950-963. https://doi.org/10.1016/j.im.2006.08.009
  11. Elwalda, A., Lu, K., and Ali, M., "Perceived derived attributes of online customer reviews", Computers in Human Behavior, Vol. 56, 2016, pp. 306-319.
  12. Film Promotion Committee, "Korea Film Industry Settlement in 2017", 2017. URL:http://www.kofic.or.kr.
  13. Gao, T., Rohm, A. J., Sultan, F., and Pagani, M., "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance", Journal of Business Research, Vol. 66 No. 12, 2013, pp. 2536-2544. https://doi.org/10.1016/j.jbusres.2013.05.046
  14. Garbarino, E. and Strahilevitz, M., "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation", Journal of Business Research, Vol. 57, No. 7, 2004, pp. 768-775. https://doi.org/10.1016/S0148-2963(02)00363-6
  15. Ha, H. Y., "Factors influencing consumer perceptions of brand trust online", Journal of Product & Brand Management, Vol. 13, No. 5, 2004, pp. 329-342. https://doi.org/10.1108/10610420410554412
  16. Ha, S. and Stoel, L., "Consumer e-shopping acceptance: Antecedents in a technology acceptance model", Journal of Business Research, Vol. 62, No. 5, 2009, pp. 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016
  17. Han, S. J. and Kang, S. R., "The Effect of Regulatory Focus on the Consumer Trust to a Web Site : Moderating Effect of Consumers' Purchasing Experience Toward Online Shopping", Journal of Information Technology Applications & Management, Vol. 23, No. 4, 2016, pp. 101-116. https://doi.org/10.21219/JITAM.2016.23.4.101
  18. Hansen, S. S. and Lee, J. K., "What Drives Consumers to Pass Along Marketer-Generated eWOM in Social Network Games? Social and Game Factors in Play", Journal of Theoretical and Applied Electronic Commerce Research, Vol. 8, No. 1, 2013, pp. 53-68.
  19. Hasan, B., "Perceived irritation in online shopping: The impact of website design characteristics", Computers in Human Behavior, Vol. 54, 2016, pp. 224-230.
  20. Hsin Chang, H. and Wen Chen, S., "The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator", Online Information Review, Vol. 32, No. 6, 2008, pp. 818-841. https://doi.org/10.1108/14684520810923953
  21. Huang, J. and Zhou, L., "Timing of web personalization in mobile shopping: A perspective from Uses and Gratifications Theory", Computers in Human Behavior, Vol. 88, 2018, pp. 103-113.
  22. Hupfer, M. and Detlor, B., "Sex, Gender and Self-Concept: Predicting Web Shopping Site Design Preferences", Eighth World Congress on the Management of eBusiness (WCMeB 2007), Toronto, Ont., Canada, 2007, p. 7.
  23. Hussain, S., Guangju, W., and Jafar, R. M. S., "Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications", Computers in Human Behavior, Vol. 80, 2018, pp. 22-32.
  24. Hwang, C., Kwon, Y. J., and Lee, S. Y., "Research on the Influencing Factors of the Usefulness of the Online Review and Products Sales : Based on Chinese Online Shopping Platform Data", Journal of Information Technology Applications & Management, Vol. 25, No. 2, 2018, pp. 53-72. https://doi.org/10.21219/JITAM.2018.25.2.053
  25. Hwang, Y., Kim, D. J., and Hwang, Y., "A study of mobile internet user's service quality perceptions from a user's utilitarian and hedonic value tendency perspectives", Information Systems Frontiers, Vol. 14, No. 2, 2012, pp. 409-421. https://doi.org/10.1007/s10796-010-9267-8
  26. Jung, W., "The Effect of Representational UI Design Quality of Mobile Shopping Applications on Users' Intention to Shop", Procedia Computer Science, Vol. 121, 2017, pp. 166-169. https://doi.org/10.1016/j.procs.2017.11.023
  27. Kim, D. J. and Hwang, Y., "A study of mobile internet user's service quality perceptions from a user's utilitarian and hedonic value tendency perspectives", Information Systems Frontiers, Vol. 14, No. 2, 2012, pp. 409-421. https://doi.org/10.1007/s10796-010-9267-8
  28. Kim, H. W., Chan, H. C., and Gupta, S., "Value-based adoption of mobile internet: an empirical investigation", Decision Support Systems, Vol. 43, No. 1, 2007 pp. 111-126. https://doi.org/10.1016/j.dss.2005.05.009
  29. Kim, J. H. and Ko, S. H., "Importance-Performance Analysis of Multiplex Cinema Attributes", The Journal of the Korea Contents Association, Vol. 18, No. 1, 2018, pp. 587-595. https://doi.org/10.5392/JKCA.2018.18.01.587
  30. King, R. C., Schilhavy, R. A. M., and Chowa, C., "Do Customers Identify with Our Website? The Effects of Website Identification on Repeat Purchase Intention", International Journal of Electronic Commerce, Vol. 20, No. 3, 2016, pp. 319-354. https://doi.org/10.1080/10864415.2016.1121762
  31. Ko, J. and Kim, S. I., "Comparison of Movie Ticketing system by smartphone applications - Focused on CGV, Megabox, Lotte cinema", The Society of Digital Policy & Management, Vol. 14, No. 8, 2016, pp. 453-460.
  32. Koivumaki, T., Ristola, A., and Kesti, M., "The effects of information quality of mobile information services on user satisfaction and service acceptance-empirical evidence from Finland", Behaviour & Information Technology, Vol. 27, No. 5, 2008, pp. 375-385. https://doi.org/10.1080/01449290601177003
  33. Law, R., "Evaluation of hotel websites: Progress and future developments", International Journal of Hospitality Management, Vol. 76, part B, 2018, pp. 2-9.
  34. Lee, H. J., "The role of regulatory focus in online & mobile shopping: focused on shopping motivation and information quality.(Report)", Academy of Marketing Studies Journal, Vol. 20, 0301, pp. 138-148.
  35. Lee, J. Y. and Souk, J. H., "An Evaluation of the Usability for Mobile Application to Movie Booking: Focused on 'CGV', 'Lotte Cinema', 'Megabox'", Journal of the Korean Society Design Culture, Vol. 21, No. 1, 2015, pp. 469-476.
  36. Lian, J. and Yen, D. C., "Online shopping drivers and barriers for older adults: Age and gender differences", Computers in Human Behavior, Vol. 37, 2014, pp. 133-143.
  37. Liu, C. and Arnett, K. P., "Exploring the factors associated with Web site success in the context of electronic commerce", Information & Management, Vol. 38, No. 1, 2000, pp. 23-33. https://doi.org/10.1016/S0378-7206(00)00049-5
  38. Marinkovic, V. and Kalinic, Z., "Antecedents of customer satisfaction in mobile commerce", Online Information Review, Vol. 41, No. 2, 2017, pp. 138-154. https://doi.org/10.1108/OIR-11-2015-0364
  39. Mishra, A., Maheswarappa, S. S., and Maity, M., "Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender", Journal of Business Research, Vol. 86, 2018, pp. 394-405.
  40. Mishra, A., Maheswarappa, S. S., and Maity, M., "Teenagers' eWOM intentions: a nature vs nurture perspective", Marketing Intelligence and Planning, Vol. 36, No. 4, 2018, pp. 470-483. https://doi.org/10.1108/MIP-09-2017-0186
  41. Mohseni, S., Jayashree, S., and Rezaei, S., "Attracting tourists to travel companies' websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention", Current Issues in Tourism, Vol. 21, No. 6, 2018, pp. 616-645.
  42. Moscardelli, D. M. and Divine, R., "Adolescents' Concern for Privacy When Using the Internet: An Empirical Analysis of Predictors and Relationships With Privacy-Protecting Behaviors", Family & Consumer Sciences Research Journal, Vol. 35, No. 3, 2007, pp. 232-252.
  43. Nunkoo, R., Teeroovengadum, V., and Thomas, P., "Integrating service quality as a second- order factor in a customer satisfaction and loyalty model", International Journal of Contemporary Hospitality Management, Vol. 29, No. 12, 2017, pp. 2978-3005. https://doi.org/10.1108/IJCHM-11-2016-0610
  44. Ozturk, A. B., Bilgihan, A., and Nusair, K., "What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience", International Journal of Information Management, Vol. 36, No. 6, 2016, pp. 1350-1359. https://doi.org/10.1016/j.ijinfomgt.2016.04.005
  45. Park, S. J., Park, C. H., and Han, S. J., "A study on the effect of the Information Quality of Mobile Travel Contents using Technical Acceptance Model (TAM) on Customer Reuse Intention", International Journal of Tourism Management and Sciences, Vol. 30, No. 3, 2015, pp. 57-80.
  46. San-Martin, S., Prodanova, J., and Jimenez, N., "The impact of age in the generation of satisfaction and WOM in mobile shopping", Journal of Retailing and Consumer Services, Vol. 23, 2015, pp. 1-8.
  47. Shim, S. Y. and Kim, Y. S., "An Empirical Study on the Effect of Smartphone Push Notification and SNS Information on the Mobile Purchasing", Journal of Information Technology Applications & Management, Vol. 22, No. 4, 2015, pp. 105-126. https://doi.org/10.21219/JITAM.2015.22.4.105
  48. Statistics Korea, "2018 Adolescent Statistics Research", 2018. URL: http://m.kostat.go.kr.
  49. Subramanian, N., Gunasekaran, A., and Yu, J., "Customer satisfaction and competitiveness in the Chinese E- retailing: Structural equation modeling (SEM) approach to identify the role of quality factors", Expert Systems with Applications, Vol. 41, No. 1, 1401, pp. 69-80. https://doi.org/10.1016/j.eswa.2013.07.012
  50. Tan, G. W. H. and Ooi, K. B., "Gender and age: Do they really moderate mobile tourism shopping behavior?", Telematics and Informatics, Vol. 35, No. 6, 2018, pp. 1617-1642. https://doi.org/10.1016/j.tele.2018.04.009
  51. Tan, G. W., Lee, V. H., and Lin, B., "Mobile applications in tourism : the future of the tourism industry?", Industrial Management & Data Systems, Vol. 117, No. 3, 2017, pp. 560-581. https://doi.org/10.1108/IMDS-12-2015-0490
  52. Thong, J. Y. L., Hong, S., and Tam, K. Y., "The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance", International Journal of Human-Computer Studies, Vol. 64, No. 9, 2006, pp. 799-810. https://doi.org/10.1016/j.ijhcs.2006.05.001
  53. Ukpabi, D. C. and Karjaluoto, H., "Consumers' acceptance of information and communications technology in tourism: A review", Telematics and Informatics, Vol. 34, No. 5, 2017, pp. 618-644. https://doi.org/10.1016/j.tele.2016.12.002
  54. Van der Heijden, H., "Factors influencing the usage of websites: The case of a generic portal in the netherlands", Information & Management, Vol. 40, No. 6, 2003, pp. 541-549. https://doi.org/10.1016/S0378-7206(02)00079-4
  55. Vlachos, P. A. and Vrechopoulos, A. P., "Determinants of behavioral intentions in the mobile internet services market", Journal of Services Marketing, Vol. 22, No. 4, 2008, pp. 280-291. https://doi.org/10.1108/08876040810881687
  56. Wang, H. and Wang, S., "Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint", International Journal of Hospitality Management, Vol. 29, No. 4, 2010, pp. 598-608. https://doi.org/10.1016/j.ijhm.2009.11.001
  57. Yang, H. C. and Wang, Y., "Social sharing of online videos: Examining American consumers' video sharing attitudes, intent, and behavior", Psychology & Marketing, Vol. 32, No. 9, 2015, pp. 907-919. https://doi.org/10.1002/mar.20826
  58. Zhang, T., Omran, B. A., and Cobanoglu, C., "Generation Y's positive and negative eWOM: use of social media and mobile technology", International Journal of Contemporary Hospitality Management, Vol. 29, No. 2, 2017, pp. 732-761. https://doi.org/10.1108/IJCHM-10-2015-0611