ScholarWorks@숙명여자대학교

초록

The purpose of this study is to verify the motivation of viewing by applying the uses and gratification theory to the 2030 consumers in China who use personal creator contents and to analyze the relationship between satisfaction and purchase intention through flow and trust. We analyzed 313 Chinese 2030 consumers. The study identified motivations for using Chinese personal creator content and examined the structural equation model of flow, trust, and satisfaction through the influence of usage motivation on purchase intention. The research results are as follows. First, it was confirmed that the three motivations for creator content use (motivation for shopping, motivation for consuming content, and motivation for spending time) had a positive effect on flow and trust. Second, the mediation effect through flow was significant, and the motivation to use the contents was found to affect satisfaction through mediation and trust. Third, it was confirmed that satisfaction of creator content with one person had a positive effect on purchase intention. According to this study model, flow and trust played a crucial mediating role in having a positive influence on purchase intention by using personal creator content. In other words, unless there are trust and flow, it will be difficult for the content itself to have a positive effect on purchase intention. The reason why personal creator content is generating an economic profit by combining with the e-commerce market suggests that the motivation for content consumption leads to purchase connected with flow, trust, and satisfaction.

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