한중 M-learning 앱의 서비스품질이 감정반응과 지속이용의도에 미치는 영향 연구

This study aimed to compare the relationships among M-learning service quality, arousal, enjoyment, and continuance intention between Korean and Chinese users and analyze the differences between the two countries. The goal was to identify country-specific characteristics that should be considered in the design and strategy development of M-learning content and services. The analysis revealed that design and informativeness had a stronger impact on Korean users, while reliability was significant only for Chinese users. Specifically, design played an important role in influencing enjoyment in both countries, but informativeness had a greater effect on arousal and enjoyment for Korean users. On the other hand, Chinese users were more influenced by the reliability of the content in terms of learning arousal. Additionally, arousal and enjoyment were found to be critical mediating factors that positively influenced continuance intention in both countries. These findings suggest that strengthening informativeness and design would be effective when targeting Korean users, while enhancing content reliability would be more impactful for Chinese users. By identifying the pathways through which service quality factors influence continuance intention via arousal and enjoyment, this study provides practical guidelines for the development of digital learning content.