Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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An Empirical Study on the Customer Value Factors Affecting Trust of Mobile Entertainment

모바일 엔터테인먼트의 신뢰에 영향을 미치는 고객가치 요인에 관한 실증적 연구

  • Received : 2020.07.12
  • Accepted : 2020.08.11
  • Published : 2020.09.30
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Abstract

The purpose of this study is to analyze the relationship between customer value and trust and the effect of trust on loyalty in the field of mobile entertainment. As smartphone use becomes more popular, the mobile business is growing rapidly. In particular, the mobile entertainment industry, such as mobile games and mobile video, is growing faster. This study was based on the main survey had conducted from 25th September 2019 to 7th October 2019 by 300 users who had experienced mobile entertainment applications in the past. Statistical analysis was performed by using the IBM SPSS v.22.0. The analysis results are as follows. First, the utility and quality of utilitarian value, enjoyment and aesthetics of hedonic value, and status enhancing of social value have significantly positive influence on trust. Second, privacy risk of social value have significantly negative influence on trust. Finally, trust has significantly positive influence on loyalty. Based on the results, we discussed the implications for the successful operation of mobile entertainment.

Keywords

References

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