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

Rui Zhang () and Taesoo Moon ()
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Rui Zhang: Dongguk University
Taesoo Moon: Dongguk University

A chapter in XR and Metaverse, 2025, pp 281-294 from Springer

Abstract: 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.

Keywords: Mobile content service; Motivation theory; Perceived usefulness; Perceived enjoyment; Repurchase intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-77975-6_22

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DOI: 10.1007/978-3-031-77975-6_22

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