무선인터넷서비스 이용 결정 요인에 관한 연구 - 재구매 의도에 영향을 미치는 요인을 중심으로

An Empirical Study on the Determinants of Repurchase Intention in Mobile Internet Services

To launch effective mobile Internet marketing strategies, firms need to understand mobile Internet user behavior. Thus in this study we investigated factors that affect on the repurchase intention of mobile Internet users. A random sample of 501 users was surveyed. Overall satisfaction (mediating factor), flow and interactivity factors (initial factor) were found to have the most significant impact on the reuse intention and discrepancy factor is not significant to the reuse intention.

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