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    RISS 인기검색어

      Consumer Engagement and Reuse Intention Through Content Type in Mobile Commerce

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      https://www.riss.kr/link?id=A108327530

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      다국어 초록 (Multilingual Abstract)

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      This study is to identify the difference between customer engagement and reuse intention according to the three types of content characteristics. Analysis of variance was applied to compare three groups on average to analyze the differences between those groups. After testing the manipulation of experiment, structural equation modeling for various antecedents was performed. Interaction had a positive effect on Engagement, as we have proved within the paper. Content information had a positive impact on Engagement. The effect of attention on Engagement was confirmed as positive. Scarcity of time had a positive effect on engagement and Scarcity of quantity had a positive effect on engagement, Ubiquity has a positive effect on engagement. System quality positively affects engagement. Ease of use has a positive effect on engagement. Consumer engagement had a positive effect on reuse intention. Finally, there are differences among the three kinds of mobile commerce as conclusion within the findings.
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      This study is to identify the difference between customer engagement and reuse intention according to the three types of content characteristics. Analysis of variance was applied to compare three groups on average to analyze the differences between th...

      This study is to identify the difference between customer engagement and reuse intention according to the three types of content characteristics. Analysis of variance was applied to compare three groups on average to analyze the differences between those groups. After testing the manipulation of experiment, structural equation modeling for various antecedents was performed. Interaction had a positive effect on Engagement, as we have proved within the paper. Content information had a positive impact on Engagement. The effect of attention on Engagement was confirmed as positive. Scarcity of time had a positive effect on engagement and Scarcity of quantity had a positive effect on engagement, Ubiquity has a positive effect on engagement. System quality positively affects engagement. Ease of use has a positive effect on engagement. Consumer engagement had a positive effect on reuse intention. Finally, there are differences among the three kinds of mobile commerce as conclusion within the findings.

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      목차 (Table of Contents)

      • Abstract
      • Introduction
      • Theoretical Background
      • Research Model
      • Research Methodology
      • Abstract
      • Introduction
      • Theoretical Background
      • Research Model
      • Research Methodology
      • Results and Discussions
      • Conclusions
      • References
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