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Impact of Information Contents on Information Service Satisfaction and Purchasing Intention at Online Purchase Sites of Movie Merchandise

온라인 구매사이트의 정보콘텐츠가 정보서비스만족도 및 구매의도에 미치는 영향: 영화상품을 중심으로

  • 조세형 (건양대학교 글로벌경영학부) ;
  • 이충무 (건양대학교 디지털콘텐츠학과)
  • Received : 2012.04.25
  • Accepted : 2012.06.04
  • Published : 2012.07.28

Abstract

The purpose of this study is to clarify the impact of information contents at online purchase sites of movie merchandise. The results of this study are as follows: 1) Movie-understanding information(synopsis, actors, reviews) has a meaningful influence on information service satisfaction irrespective of consumer involvement; 2) Movie-understanding and movie-going information(time, place, price, purchasing method) are alike in having a meaningful influence on online purchasing intention. However, movie-going information has a meaningful influence in case of lower consumer involvement, while movie-understanding information has a meaningful influence in case of higher consumer involvement.; 3) Information service satisfaction gives a strong influence on online purchasing intention irrespective of the level of consumer involvement. In conclusion, there is a need to improve diversity and quality of movie-understanding information to enhance consumer satisfaction. Also, it will be necessary to improve movie-understanding and movie-going information in order to enhance online purchasing intention. These results are expected to give an insight to build a creative marketing strategy of online purchase sites of movie merchandise.

Keywords

Online Purchase;Information Contents;Satisfaction;Purchasing Intention;Involvement

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