한국 모바일 지역화폐의 공익연계 마케팅 활용을 통한 지속사용에 관한 연구

Abstract

This study aims to investigate the influencing factors affecting the continuous use intention of Korea’s mobile local currency and the moderating effect of Cause-Related Marketing. 168 questionnaires were used in the final analysis, and the structural equation of AMOS2 1.0 was employed for hypothesis testing. The results of the empirical analysis are as follows. First, it was found that performance expectations, effort expectations, social influence, and promotion base positively affect the continuous use intention of local mobile money. Second, the moderating effect of public interest-linked marketing is insignificant between the continuous use intention of local mobile money and the four influencing variables.