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A study on the influence on continuance intention to use of mobile paid contents

Authors
Lee, Y.-C.Chang, T.-W.Lee, H.-J.
Issue Date
Aug-2021
Publisher
ICIC International
Keywords
Continuance intention; Curiosity; Paid contents; Post acceptance model
Citation
ICIC Express Letters, v.15, no.8, pp.853 - 859
Journal Title
ICIC Express Letters
Volume
15
Number
8
Start Page
853
End Page
859
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146495
DOI
10.24507/icicel.15.08.853
ISSN
1881-803X
Abstract
In a saturated mobile marketplace, it is necessary to make money with subscription-based applications (apps) rather than selling apps or app-downloading. And it requires analysis of the factors that affect continuous usage of the apps. In this study, we constructed a new model by adding the variable 'curiosity' to the post-acceptance model (PAM). The PAM was applied because we need a model that considers 'continuance intention' as a dependent variable and the intention can lead to generating revenue by continuous usage with subscription-based apps. To verify the moderating effect of curiosity, a multi-group analysis was conducted. As a result of the analysis, we can find that the variables of the PAM influence the intention of continuous usage and that curiosity as a moderating variable influences each factor. © 2021 ICIC International. All rights reserved.
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사회과학대학 (소비자경제학과)
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