The Effect of Mobile Contents’ Infrastructure on Consumers’ Purchase Intention on the Mobile Contents

The existing online content providers have largely focused on the pay-contents such as adult magazines, music, games, sports, and other entertainment contents (Wang et al., 2005). Crosbie (2002) reported that only 12% of the U.S. population responded that they would pay for the online contents. However, as various types of media are increasing with the development of high-tech information technology like smart phones, etc, many ways to provide such contents were released. The worldwide content markets are expected to grow up to 1.87 trillion won in 2015 with the average annual growth rate of 5.7% (Seoul Economy, 2013.04.21). The annual income coming from the contents used for mobile handsets and tablets is expected to increase by almost $25 billion in the next three years, reaching $65 billion by 2016, a new report from Juniper Research. This study examines the infrastructure as an independent variable that may have an impact on the consumer’s purchase intention toward mobile contents. Specifically, this research confirms the impact of two infrastructure variables - ‘ease of accessibility with the mobile contents’ and ‘community’ on consumer’s purchase intention on mobile contents, select ‘perceived interactivity’ as a moderating variable that may add to this positive impact, and identify if ‘perceived interactivity’ can moderate the relationship between each independent variable and consumer’s purchase intention on mobile contents, which is a dependent variable. As a result, it was found that ‘perceived interactivity with the mobile contents moderate the relationship between each independent variable (‘ease of accessibility with mobile contents’ or ‘community’) and the consumer’s purchase intention on the mobile contents.