International journal of advanced smart convergence

  • 제9권1호
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  • Pages.141-153
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  • 2020
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  • 2288-2847(pISSN)
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  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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Antecedents and Consequences of Flow Experience in Online Movie Information Sharing Behavior: An Empirical Study of Young Chinese Moviegoers Living in Korea

  • Zhu, Zong-yi (Department of Arts and Cultural Management, Graduate School, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • 투고 : 2020.02.02
  • 심사 : 2020.02.13
  • 발행 : 2020.03.31
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초록

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

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