유료 컨텐츠 특성과 구매 후 행동변수의 관련성에 관한 연구

• 영문명: A study on the traits of payable contents and the relationship of consumer"s behavior variables after purchasing
• 발행기관: 한국상품학회
• 저자명: 안운석(An Un-Seok) 홍상진(Hong Sang-jin) 오종철(Oh Jong-chul)
• 간행물 정보: 『상품학연구』제24권 제1호, 117~142쪽, 전체 26쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.04.01

영문 초록

  Finding the factors to affect the success of the business payable contents is critical to enhance their competitiveness. The purpose of this study was to determine the relations among payable contents, flow, satisfaction, and purchase intention. Above all, in this paper payable contents categorize 4 factors : convenience, information, safety, and cost. The performance of success is measured flow, satisfaction, and purchase intention as the consumer"s behavior after purchasing.   In order to attain the purpose of this study, first, this dissertation defined payable contents and related variables from literature reviews. Base on these theories, it was hypothesized in the research model that payable contents are likely to flow, satisfaction, and purchase intention and in turn flow will affect satisfaction and purchase intention. And satisfaction will affect purchase intention. Second, research model and test six research hypotheses were designed and test hypotheses, 185 questionnaires were collected and analyzed.   The results of the study were as follows ;   First, we confirm the casual effect payable contents on flow, satisfaction, and purchase intention. Second, flow had not a significant effect on satisfaction and purchase intention. Third, satisfaction had a significant effect on purchase intention.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설
Ⅳ. 자료분석
Ⅴ. 결론 및 시사점
참고문헌
Abstract

키워드

Payable contents Flow Satisfaction Purchase intention