Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Analyzing The Influence of Multiplex Mobile Service Quality on Online Word of Mouth: Focusing on the Mediating Effect of Use Enjoyment and the Moderating Effect of Gender

멀티플렉스 모바일 서비스 품질이 온라인 구전의도에 미치는 영향력 분석: 이용 즐거움의 매개효과와 성별의 조절효과를 중심으로

  • Lee, Hansol (Graduate School of Culture-Art Business Administration, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business & Economics, Chung-Ang University)
  • Received : 2018.10.01
  • Accepted : 2018.12.24
  • Published : 2018.12.31
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Abstract

The domestic multiplex industry provides consumers with a choice of movies and a variety of contents and entertainment facilities and services. In addition, the number of movie theaters with the significant market potential is also steadily increasing in the competitive multiplex market environment. For the analysis, we conducted research on 300 adolescents who have experienced using domestic multiplex mobile service within the recent year. This study examined the structural relationship among the multi-dimensional mobile service quality of multiple, enjoyment of use, and online word of mouth intention. Also, it explored the mediating effect of enjoyment of use and the moderating effect of gender in the structural model. As a result, the mobile service quality of multiplex has a significant effect on the online word of mouth intention through the enjoyment of use. However, there was no moderating effect of gender of participating adolescents in the relationships. Based on the analysis of empirical results, this study discussed a series of theocratical and practical implications for the marketing strategies of multiplex in the highly competitive market.

Keywords

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Research Model

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Gender Moderate Effect Result

Confirmatory Factor Analysis

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Correlation analysis

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Result of Research Hypotheses

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The Results of mediation effect verification

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Gender Moderate Effect Result

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