원문정보
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
초록
영어
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.
목차
1. 서론
2. 이론적 배경
2.1 모바일 서비스 품질(The Quality of Mobile Service)
2.2 이용 즐거움(Enjoyment of Use)
2.3 온라인 구전의도(Online Word of Mouth)
3. 가설 도출 및 연구모형 설정
3.1 모바일 서비스 품질과 이용 즐거움의 관계
3.2 이용 즐거움과 온라인 구전의도의 관계
3.3 모바일 서비스 품질과 온라인 구전의도의 관계
3.4 성의 조절효과
4. 연구 방법론
4.1 연구 대상 및 자료 수집
4.2 분석 방법
4.3 변수측정
4.4 실증분석 결과
5. 결론 및 시사점
5.1 분석 결과 및 토론
5.2 연구의 한계점
References