An Empirical Study of the Influencing Factors on the Satisfaction and Reuse Intention of Middle-aged Web Novel Users
AUTHORS
Chae-Kwan Lim*,Professor, Department of Distribution Management, Tongmyong University,South Korea
Ji-Yoon Kim,Director, Contents-AI Research Institute, Romantique, South Korea
ABSTRACT
The purpose of this study is to empirically identify factors that affect the satisfaction and continuous use of middle-aged web novel users. To this end, a survey was conducted on 580 middle-aged users in their 40s to 60s based on these surveys are as follows. First, the convenience, usefulness, and responsiveness of middle-aged web novel users in the process of using related websites and contents had a positive effect on the flow of web novel users. Second, the characteristics of web novels except usefulness had negative (-) effects on users' resistance. Third, the immersion of middle-aged web novel users was found to have a positive effect on the satisfaction of web novel users, and the negative resistance felt by middle-aged people in the process of using web novel was analyzed to have a negative effect on customer satisfaction. Fourth, the satisfaction of middle-aged web novel users had a positive effect on the intention to use continuously. The results of this study show that, in order to increase the satisfaction of middle-aged web novel users and to improve the resistance and immersion of middle-aged web novel users, the middle-aged web novel users need to reduce the negative resistance and to have a strategic approach to increase the immersion. Moreover, it is necessary to make efforts to improve the web novel so that it can be used more easily and quickly and to feel more convenient and enjoyable in the process of use.
KEYWORDS
Middle-aged, Web novel, Perceived characteristics, Flow, Resistance, Customer satisfaction, Intention of reuse
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