경제적, 사회적, 개인적 효익이 모바일 선물 재구매의도에 미치는 영향

• 영문명: The Impacts of Economic, Social, and Personal Benefits on Intention to Repurchase a Mobile Gift : Focusing on Exchange and Motivation Theories
• 발행기관: 한국IT서비스학회
• 저자명: 김선규(Sun Kyu Kim) 조인제(In Jea Jo) 양성병(Sung Byung Yang)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제1호, 1~21쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.03.30

영문 초록

Recently, many companies have launched a new business model related to the mobile gift service in order to achieve or sustain a competitive advantage in the fast-growing mobile market. Due to the well combination of mobile technology advantages and offline gift-giving motivations, a mobile gift service has been proliferating over recent years. Although the motivation of mobile gift purchasing behavior can be different from that of offline gift purchasing behavior, there is still a lack of research on what factors are influencing and how they are impacting mobile gift purchasing behavior under diverse gift-giving settings. Therefore, based on both exchange and motivation theories as well as literature review, this study identified three influencing factors-economic (immediate rewards, convenience), social (friendship needs, reputation), and personal (enjoyment, self-satisfaction) benefits-and validated their impacts on intention to repurchase a mobile gift. Moreover, the moderating roles of intimacy and gift price in the relationships between benefits and mobile gift repurchasing intention were examined. The results provide many implications for marketing managers on how to enhance consumers' intention to repurchase, which in turn leads to sales and increased profit.

목차

Abstract

1. 서론

2. 이론적 배경 및 선행 연구

3. 연구모형 및 가설

4. 연구방법

5. 연구결과

6. 결론

References

키워드

Mobile Gift Exchange Theory Motivation Theory Intention to Repurchase Economic Benefit Social Benefit Personal Benefit