earticle

영어

This study aimed to empirically investigate the consumer psychology, including attitudes and repurchase intentions of Chinese and Korean consumers, based on motivational theories to enhance the provided mobile content services. From April 2023 to September 2023, the research collected valid questionnaires from 200 Chinese and Korean consumers using mobile content services and analyzed the data using AMOS18.The findings demonstrate that for both countries, consumers perceive the importance of perceived usefulness and perceived enjoyment in influencing user attitudes towards mobile content services. However, in terms of repurchase intentions, in China, both perceived usefulness and attitude positively influence repurchase intentions, whereas in Korea, only perceived enjoyment significantly influences repurchase intentions. These differences bear significant implications for businesses to formulate marketing strategies in both markets and enhance user retention rates.