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http://dx.doi.org/10.14400/JDC.2018.16.8.269

Influence that Heuristic Type has on Word of Mouth and Behavioral Intention in Mobile Game - Word of Mouth as a Mediator -  

Kim, Jong-Moo (School of Communications, College of Social Science, Dankook University)
Publication Information
Journal of Digital Convergence / v.16, no.8, 2018 , pp. 269-278 More about this Journal
Abstract
This study analyzed the outcome of 120 persons who used mobile game in order to investigate the influence that heuristic type which affects users' selection has on word of mouth, the influence that word of mouth has on users' behavioral intention and whether word of mouth will play the role of mediation between heuristic type and behavioral intention or not. First, heuristic(representatives, adjustment) type is found to have positive(+) influence on word of mouth (favorableness, reliance, persuasiveness). Second, while reliance word of mouth is found to have significant influence on behavioral intention, favorableness, persuasiveness and word of mouth is not found to have significant influence on behavioral intention. Third, heuristic (representative, adjustment) type is found to have significant influence on behavioral intention. Fourth, only reliance, word of mouth is found to play the role of mediation in the role of heuristic type and behavioral intention. The outcome of this study will help to understand users' behavioral intention selecting game in mobile game market.
Keywords
Mobile Game; Representative Heuristics; Adjustment Heuristics; Word of Mouth; Behavioral intentions;
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Times Cited By KSCI : 3  (Citation Analysis)
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