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The Differentiation of Mobile Shopping Contents for Purchase Decision of m-Commerce Users
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논문 기본 정보

Type
Proceeding
Author
왕밍 (순천향대학교) 최재원 (순천향대학교)
Journal
The Korean Operations Research and Management Science Society 한국경영과학회 학술대회논문집 한국경영과학회 2022년 춘계 공동학술대회 논문집 [2개 학회 공동주최]
Published
2022.6
Pages
1,186 - 1,191 (6page)

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The Differentiation of Mobile Shopping Contents for Purchase Decision of m-Commerce Users
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Research history (2)

2022

The Differentiation of Mobile Shopping Contents for Purchase Decision of m-Commerce Users
왕밍 ,  최재원 대한산업공학회 춘계공동학술대회 논문집 2022.06 Proceeding
The Differentiation of Mobile Shopping Contents for Purchase Decision of m-Commerce Users
왕밍 ,  최재원 한국경영과학회 학술대회논문집 2022.06 Proceeding
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Abstract· Keywords

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This study is built 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.
#Content Characteristics #Mobile Commerce #Scarcity #Engagement #Interactivity

Contents

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

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Consumer Engagement and Reuse Intention Through Content Type in Mobile Commerce
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