모바일 플랫폼의 경험기반 서비스 참여에서 성별과 시간적 지향성이 지속이용 의도에 미치는 영향

Recent mobile platforms have evolved beyond simple information provision or functional utility to emphasize user participation and experiential engagement. Despite this shift, limited attention has been given to how individuals’ psychological dispositions are interpreted and translated into behavioral intentions within such experiential service environments. Prior studies have largely examined temporal orientation in functional or reward-based service contexts, leaving its operation within participation- and interaction-driven experiential services underexplored. This study therefore investigates how temporal orientation, comprising long-term orientation and future-oriented values influences continuance intention in experiential mobile service settings, and how gender moderates these relationships. A scenario-based online survey was conducted with 219 participants, and hypotheses were tested using multiple regression analyses and PROCESS Macro(Model 1) to assess both main and moderating effects. The results indicate that long-term orientation significantly increases continuance intention, whereas future-oriented values do not. This suggests that, within experiential services, long-term relational perspectives may play a more influential role than future-focused motivational tendencies. The moderating role of gender revealed that women showed stronger and more consistent increases in continuance intention as both forms of temporal orientation rose, whereas men exhibited weaker associations across variables. These findings demonstrate that temporal values are interpreted differently across genders in experiential service environments and translate into behavioral intentions through distinct mechanisms. The study offers theoretical and managerial implications by highlighting the importance of considering temporal orientation and gender-based segmentation when designing user retention strategies for experiential platform services.