Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Impacts of Economic, Social, and Personal Benefits on Intention to Repurchase a Mobile Gift : Focusing on Exchange and Motivation Theories

경제적, 사회적, 개인적 효익이 모바일 선물 재구매 의도에 미치는 영향 : 교환이론과 동기이론을 중심으로

  • 김선규 (아주대학교 경영대학 e-비즈니스학과) ;
  • 조인제 (아주대학교 경영대학 e-비즈니스학과) ;
  • 양성병 (아주대학교 경영대학 e-비즈니스학과)
  • Received : 2014.10.28
  • Accepted : 2015.03.12
  • Published : 2015.03.31
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Abstract

Recently, many companies have launched a new business model related to the mobile gift service in order to achieve or sustain a competitive advantage in the fast-growing mobile market. Due to the well combination of mobile technology advantages and offline gift-giving motivations, a mobile gift service has been proliferating over recent years. Although the motivation of mobile gift purchasing behavior can be different from that of offline gift purchasing behavior, there is still a lack of research on what factors are influencing and how they are impacting mobile gift purchasing behavior under diverse gift-giving settings. Therefore, based on both exchange and motivation theories as well as literature review, this study identified three influencing factors-economic (immediate rewards, convenience), social (friendship needs, reputation), and personal (enjoyment, self-satisfaction) benefits-and validated their impacts on intention to repurchase a mobile gift. Moreover, the moderating roles of intimacy and gift price in the relationships between benefits and mobile gift repurchasing intention were examined. The results provide many implications for marketing managers on how to enhance consumers' intention to repurchase, which in turn leads to sales and increased profit.

Keywords

References

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