원문정보
초록
영어
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.
목차
1. Introduction
2. Literature Review
2.1 Perceived Enjoyment of Hedonic Value
2.2 Perceived Movie Information of Utilitarian Value
2.3 Multiplex-Audience Relationship Quality
2.4 Multiplex Usage Satisfaction
2.5 Online Consumer Engagement
3. Hypothetical Development and Research Model
3.1 Research Model
3.2 Perceived Enjoyment and Multiplex-Audience Relationship Quality
3.3 Perceived Movie Information Value and Multiplex-Audience Relationship Quality
3.4 Multiplex-Audience Relationship Quality and Multiplex usage Satisfaction
3.5 Multiplex-Audience Relationship Quality and Online Consumer Engagement
3.6 Multiplex Usage Satisfaction and Online Consumer Engagement
4. Statistical Analysis Technique and Research Method Development
4.1 Statistical Analysis Technique
4.2 Research Methods
5. Results
5.1 Data Collection and Profile of Participants
5.2 Measurement Model
5.3 Model Goodness-of-Fit
5.4 Results of Bootstrapping
6. Discussion and Conclusions
6.1 Theoretical Implications
6.2 Managerial Implications
6.3 Limitations and Future Research
References