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Comparison of South Korea and China on Customers’ Repurchase Intention of Mobile Content Service Based on Motivation Theory

Author

Listed:
  • Rui Zhang

    (Dongguk University)

  • Taesoo Moon

    (Dongguk University)

Abstract

This study is aiming to empirically investigate the consumers’ psychological comparison of China and South Korea, including customers’ attitudes and repurchase intentions of mobile contents service, based on motivation theory. From April 2023 to September 2023, this study collected valid questionnaires from 300 Chinese and 300 Korean customers using mobile content services and analysed the data using AMOS and Smart PLS4.0. The findings demonstrate that for both countries, mobile content services have a positive impact on perceived usefulness and perceived enjoyment, and it is recognized that these two factors have a positive influence on customers’ satisfaction and repurchase intention. Additionally, customers’ satisfaction also has significant positive effect on repurchase intentions of mobile contents service. However, in the case of Korean customers, only perceived enjoyment influences repurchase intention, whereas Chinese customers’ perceived usefulness and satisfaction positively influence repurchase intentions respectively.

Suggested Citation

  • Rui Zhang & Taesoo Moon, 2025. "Comparison of South Korea and China on Customers’ Repurchase Intention of Mobile Content Service Based on Motivation Theory," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77975-6_22
    DOI: 10.1007/978-3-031-77975-6_22
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