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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제2호
발행연도
2020.4
수록면
131 - 147 (17page)

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초록· 키워드

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Purpose: According to analysis report on the development of China’s mobile internet industry short clip apps have the fastest growth of user size among the mobile apps in the 2019. Short clip contents market is growing mature amid fierce competition. Observations made of the use intentions of consumers regarding short clip apps that are recently receiving the most amount of attention in the mobile app market, in which mobile apps appear in diverse forms and disappear according to consumer choices. Short clip app use intentions were divided into Doing, Showing, and Interacting intentions, and verifications were made of the influential factors of Technology Acceptance Model variables and using motivations along with the moderating effects of flow regarding this. Research design, data, and methodology: Research models to achieve research goals have been developed based on previous research. This study was conducted on 250 adult consumers of China in their twenties and thirties and for statistical analysis, group comparison analysis for the verification of structural equation models and moderating effects was conducted. Results: The main results of this study showed first, that factors that affect short clip app use intentions (doing) are a perceived ease of use among technology acceptance variables and entertainment and self-expression among using motivations. Second, factors that affect short clip APP use intentions (showing) were verified to be perceived usefulness among technology acceptance variables and self-expression and information among using motivations. Third, factors that affect short clip app use intentions (interacting) were the technology acceptance variables of perceived usefulness and perceived ease of use and information seeking among using motivations. Lastly, the moderating effects of flow appeared to be partially significant. Conclusions: It is expected that through the results of this study, mobile app affiliated companies can have an increased understanding of consumer app use intentions and that aid can be provided to consumer-focused activities. In addition, consumers become more than simple subjects of consumption and become subjects that consume, produce, and spread information through mobile contents so they must work to have awareness to be in charge of more responsible roles.

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참고문헌 (57)

참고문헌 신청
Agarwal, R. / 2000 / Time Flies when You're Having Fun : Cognitive Absorption and Beliefs about Information Technology Usage / MIS Quarterly 24(4):665~694 google schola Ai, D. N. / 2019 / An Analysis of UGC Video Contents based on Uses and Gratification: Focused on the Development of Tik Tok App and China's Vlog google schola Ajzen, I. / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Bae, B. R. / 2017 / Amos 24 Structural Equation Modeling / Chungram google schola Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16(1):74~94 google schola

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