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http://dx.doi.org/10.21219/jitam.2018.25.4.123

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  

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)
Publication Information
Journal of Information Technology Applications and Management / v.25, no.4, 2018 , pp. 123-143 More about this Journal
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
Mobile Service Quality; Enjoyment of Use; Online Word of Mouth Intention; Gender; Adolescent;
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Times Cited By KSCI : 3  (Citation Analysis)
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