A Comparative Study on Factors Influencing Repurchase of Mobile Content Services between Korea and China

This study aims to investigate the perceptions of Korean and Chinese people regarding the factors influencing the intention to repurchase mobile content services among teenagers and young adults in their twenties, after the COVID-19 period. The research examines whether there are differences in the influence factors based on motivation theory. This study empirically analyzes the differences in factors influencing the intention to repurchase mobile content services among young people in Korea and China from the utilitarian perspective and the hedonic perspective based on TAM3 and motivation theory. The results indicate that the characteristics of mobile content services have a significant positive impact on both Chinese and Korean young users&quot perceived ease of use and perceived enjoyment, with perceived enjoyment being the most important mediating variable. Perceived ease of use is not a direct influencing factor but rather plays a role by linking perceived usefulness and perceived enjoyment. Additionally, there is a difference between the two countries in terms of perceived usefulness; for Chinese young users, the characteristics of mobile content services do not have a significant impact on perceived usefulness. The contribution of this study can help young consumers in China and Korea better understand the differences between countries in young consumer behavior and provide a theoretical basis through research to analyze and identify differences in repurchasing mobile content services they perceive.