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http://dx.doi.org/10.21219/jitam.2019.26.6.139

Investigating the Determinants of Online Consumer Engagement on Multiplex Social Network Sites: A Value Exchange Perspective  

Zhu, Zong-Yi (Department of Arts and Cultural Management, Graduate School of Chung-Ang University)
Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
Publication Information
Journal of Information Technology Applications and Management / v.26, no.6, 2019 , pp. 139-157 More about this Journal
Abstract
This study is intended for demonstrating the impacts of different factors on the formation of online consumer engagement behavior of young Chinese moviegoer in Korea. Based on Value-Exchange Model [Itani et al., 2019], we build research model to reveal the relationships among perceived enjoyment, perceived movie information value, multiplex-audience relationship quality, multiplex usage satisfaction, and online consumer engagement through experiments on valid data we collected from 186 participants who had lived in Korea and experienced the multiplex pages of top 3 movie theaters, where Smart PLS 3.0 is the tool used for statistical analysis. The experimental results show that both perceived enjoyment and perceived movie information value positively correlate to multiplex-audience relationship quality, and multiplex audience relationship quality significantly influences multiplex usage satisfaction and online consumer engagement. In addition, it is found that relationship quality plays the role of mediator between perceived enjoyment and satisfaction. The findings from this study offer both academic and managerial implications for movie distributors who are interested in developing potential Chinese consumer market in Korea.
Keywords
Online Consumer Engagement; Perceived Enjoyment; Perceived Movie Information; Multiplex-audience Relationship Quality; Multiplex Usage Satisfaction;
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