유료 컨텐츠 특성과 구매 후 행동변수의 관련성에 관한 연구

A study on the traits of payable contents and the relationship of consumer"s behavior variables after purchasing

  Finding the factors to affect the success of the business payable contents is critical to enhance their competitiveness. The purpose of this study was to determine the relations among payable contents, flow, satisfaction, and purchase intention. Above all, in this paper payable contents categorize 4 factors : convenience, information, safety, and cost. The performance of success is measured flow, satisfaction, and purchase intention as the consumer"s behavior after purchasing.   In order to attain the purpose of this study, first, this dissertation defined payable contents and related variables from literature reviews. Base on these theories, it was hypothesized in the research model that payable contents are likely to flow, satisfaction, and purchase intention and in turn flow will affect satisfaction and purchase intention. And satisfaction will affect purchase intention. Second, research model and test six research hypotheses were designed and test hypotheses, 185 questionnaires were collected and analyzed.   The results of the study were as follows ;   First, we confirm the casual effect payable contents on flow, satisfaction, and purchase intention. Second, flow had not a significant effect on satisfaction and purchase intention. Third, satisfaction had a significant effect on purchase intention.