Earticle

초록

영어

Mobile Grocery Shopping (MGS) has become the New Normal as the COVID-19 pandemic has changed the way consumers shop. Drawing on the framework of Customer Journey Map (CJM), this study explores consumers’ MGS by identifying specific stages of Customer Journey and comparing consumers’ satisfaction between PC-based online and mobile shopping experiences at each stage throughout the journey. This study collected 562 responses from subjects who have mobile and PC-based grocery shopping experiences at the major domestic e-Commerce platforms. Independent t-test analysis showed that differences in satisfaction between mobile and online shopping experiences exist in 5 main stages and 16 sub-stages of CJM. The results of service and technological innovation mentioned in the actual industry report were seen as empirical results leading to continued use of MGS as well as customer satisfaction. The findings of this study contribute to the research stream on Customer Journey by adopting the structure of CJM and analyzing specific stages of the journey in the context of MGS. Managerial implications for mobile-based business practitioners are also discussed.

목차

Abstract
1. 서론
2. 본론
2.1 온라인 및 모바일 식품구매 선행연구
2.2 온라인 및 모바일 구매고객 선행연구
3. 모바일 식품구매 고객여정 연구설계
3.1 조작적 정의 및 연구가설 수립
3.2 모바일 식품구매 고객여정 연구진행
4. 모바일 식품구매 고객여정 연구결과
4.1 표본의 특성
4.2 주요 단계별 측정치 독립표본 t검증
4.3 세부 단계별 측정치 독립표본 t검증
5. 결론 및 시사점
5.1 연구결과의 요약 및 주요 함의
5.2 연구의 한계 및 후속연구 제언
References

키워드

저자

• 이한진 [ Hanjin Lee | Ph.D, Department of Digital Management, Korea University ] First Author
• 권소연 [ Soyeon Kwon | Professor, Department of Digital Management, Korea University ] Corresponding Author
• 민대환 [ Daihwan Min | Department of Digital Management, Korea University ] Co-Author

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