Earticle

초록

영어

As mobile shopping has been increasing, the competition has been also increasing to satisfy various consumers’ needs. Despite such increase in terms of the volume of the consumers who use mobile shopping, there has been very few studies to examine characteristics of mobile shopping malls. The purpose of this empirical study is to investigate the effect of characteristics of mobile shopping malls on consumer loyalty and the interaction effect of the O2O experience on the relationship between the characteristics of mobile shopping malls and consumer loyalty. Using a sample of 276 individuals who have experienced mobile shopping, we found that certain characteristics such as ubiquity, personalization, or convenience have a positive impact on consumer loyalty and a design characteristic solely has an interaction effect on consumer loyalty. As consumer loyalty has a critical factor on mobile shopping mall’s profit, examining which factor has a positive effect on consumer loyalty is beneficial for mobile shopping malls. The results of the study have both practical and empirical implications.

목차

Abstract
1. 서론
2. 연구방법
3. 이론적 배경
3.1 모바일 쇼핑의 개념
3.2 모바일 쇼핑의 현황
4. 연구모형 및 설계
4.1 연구모형
4.2 연구가설
4.3 변수의 조작적정의
5. 실증분석 및 해석
5.1 자료수집 및 분석방법
5.2 표본의 특성
5.3 가설검증 및 결과해석
5.4 가설검증결과
6. 논의 및 시사점
References

키워드

저자

• 김혜진 [ Hye Jin Kim | School of Business, Hoseo University ]
• 이정승 [ Jung Seung Lee | School of Business, Hoseo University ] Corresponding Author
• 송용욱 [ Yong Uk Song | Maeji School of Business, Yonsei University ]
• 김수경 [ Soo Kyung Kim | School of International Studies, Dankook University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005