The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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An Empirical Study on the Chinese Customer's Repurchase Intention of Mobile Contents Service

중국 모바일 콘텐츠 서비스의 소비자 재구매의도에 관한 실증연구

  • 장루이 (동국대학교 대학원 테크노경영협동과정 ) ;
  • 문태수 (동국대학교 경영학부 정보경영학과 )
  • Received : 2024.05.06
  • Accepted : 2024.06.02
  • Published : 2024.06.30
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Abstract

Purpose The purpose of this study is to understand the important characteristics of mobile content services and to provide better content services to Chinese consumers by understanding consumer behavioral psychology about mobile content services and empirically analyzing research models with perceived usefulness, perceived enjoyment, customer attitudes, and repurchase intentions based on motivation theory. Design/methodology/approach Based on Deci(1975) Self-Determination Theory and Heijden(2004) research model, this study developed a research framework that includes perceived usefulness and perceived enjoyment to influence on repurchase intention. A questionnaire survey was conducted targeting Chinese consumers using mobile content services, and 272 valid responses were analyzed using Structural Equation Modeling (SEM). Findings According to the results of empirical analysis in this study, Chinese consumers were found to feel repurchase intention by positive impact of perceived usefulness and perceived enjoyment in the use of mobile content service. Chinese consumers still use mobile content a lot from a utilitarian perspective in relation to social life or job performance, and there is no positive effect on the use of mobile content related to perceived enjoyment. The results of this study provide the empirical results of a research model that integrates motivation theory and technology acceptance theory for the development of the mobile content industry in the future, and provide necessary insights for managers of companies that develop and distribute mobile content service.

Keywords

References

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