This study investigated the key factors that explain the continuous usage intention of mobile payment users in the post COVID-19 pandemic era. Based on the health belief model (HBM) and communication privacy management (CPM) theory, this study examined how the five constructs of HBM influence mobile payments continuous usage intention through perceived privacy risk and perceived security. It also investigated the moderating role of perceived privacy awareness on the relationship between perceived privacy risk and continuous usage intention as well as the moderating role of information sensitivity on the relationship between perceived security and continuous usage intention.

Users of smrtphone based mobile social network games are rapidly increasing. However, there are few researches for smartphone based mobile social network games. In this paper, we conducted a qualitative study in order to understand the continual usage intention of mobile social network game from indepth interview. As a result, passing time, hedonic valuem social value, challenge/competition, perceived enjoyment, and social interaction were found to have positive effects on continuous usage intention of smartphone based mobile social network game. And network quality, difficulties of game, and social interaction were found to have negative effects on continuous usage intention of smartphone based mobile social network game. This study provides practical suggestions for developers of social network game to invigorate the smart-phone based social network game market, such as improved additional investment for simple game interface, easy game rule, additional interactive services.

본 연구는 최근 급부상하는 OTT(Over The Top, 온라인 동영상 서비스) 환경을 기반으로 많이 사랑받고 있는 뮤직비디오의 이용동기가 무엇인지 살펴보고 이용동기와 만족도 간, 이용동기와 지속적 이용의도 간에 어떠한 영향을 미치는지 확인하고자 실시하게 되었다. 연구결과 뮤직비디오 이용동기는 ‘가수 선호’, ‘즐거움 추구’, ‘시간보내기’, ‘몰입성’, ‘영상 선호’ 라는 5개의 요인이었다. 뮤직비디오 이용동기가 수용자에게 미치는 효과를 확인한 결과는 뮤직비디오 이용동기 중 시간보내기를 제외한 4개 요인이 만족도에 정(+)의 영향을 미치는 것으로 확인되었고, 지속적 이용의도도 시간보내기를 제외한 4개 요인이 정(+)의 영향을 미치는 것으로 확인되었다. 이상의 연구결과를 토대로 향후 뮤직비디오 연구에 조금이나마 기여할 수 있기를 기대한다.

Purpose - With the economic development in China, the lifestyle of Chinese customers has changed dramatically. Chinese customers are more likely to have coffee in a shop with the ability to make them happy than those with high quality coffee in a nice physical environment. Happiness becomes a critical driver of customers’ intention to purchase a cup of coffee in a specific coffee shop again and again. As a result, happiness becomes an important factor for managers to make strategies for attracting customers. Although managers and scholars pay more attention to emphasize the importance of happiness in customers’ consumption, little research has been conducted to investigate the relationship between happiness and coffee shop’s continuous usage intention in the Chinese coffee industry. Research design, data, and methodology – A research model is made to explain the impact of happiness on customer’s behavior. To understand the influence of happiness better, we consider two dimensions of happiness which are subjective well-being and psychological well-being. In order to confirm the relationships of the variables in the research model, the online survey is constructed in China. Customers who have experienced the services in a coffee shop are asked to do the questionnaire. With 453 reliable questionnaires, structural equation modeling is used to analyze the causal relationships of the coffee quality, physical environment, subjective well-being, psychological well-being, and continuous usage intention. Results - Results indicate that coffee quality and physical environment are not the direct factors that influence customers’ continuous usage intention. However, good coffee quality and physical environment are the significant predictors of Chinese customers’ happiness associated with subjective well-being and psychological well-being, which in turn affects customers’ continuous usage intention. Conclusions - In this study, it is proposed that coffee quality and physical environment may be the key factors influencing customers’ happiness. Happiness, including subjective well-being and psychological well-being matters in decision making process. More importantly, happiness increases the continuous usage intention when the coffee shop can serve customers with higher quality coffee at a good atmospheric place. Managers should consider happiness as an important factor in making marketing strategies to compete in this industry.