DOI QR코드

DOI QR Code

Market Segmentation by Loyalty and Switching Intentions of Mobile Social Commerce Apps -Differences in Perceived Service Quality and Switching Barriers-

모바일 소셜커머스 앱의 충성의도와 전환의도에 따른 시장세분화 -지각된 서비스 품질과 전환장벽의 차이-

  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University/Research Institute of Natural Science, Gyeongsang National University) ;
  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 성희원 (경상대학교 의류학과/경상대학교 기초과학연구소) ;
  • 김은영 (충북대학교 패션디자인정보학과)
  • Received : 2018.09.06
  • Accepted : 2019.01.14
  • Published : 2019.02.28

Abstract

Mobile shopping has spread rapidly in the consumer's daily life, and numerous fashion companies have now launched a mobile shopping application. By focusing on mobile social commerce apps, this study was to: (a) segment consumers based on loyalty and switching intentions, (b) to test differences in perceived service quality and switching barrier factors among segments, and (c) examine the effects of perceived service quality and switching barriers on loyalty intention. A total of 550 responses were obtained from mobile users in their 20s to 40s who purchased fashion products through a social commerce app in the last six months. Consumers were classified into four clusters: split-loyals, latent loyals, habitual loyals, and switchers. The split-loyal group showed the highest level of mean scores on perceived service quality and switching barrier factors; however, the switcher group showed the lowest mean scores. Of service qualities, app design had a significant effect on loyalty intentions in both split-loyal and latent loyal groups; the factors of ease of use and privacy had significant effects on loyalty intentions in switchers. Of switching barrier factors, virtual relationship had the most strongly effect on loyalty intention for the four segments.

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press.
  2. An, H. J. (2016, March 2). TMON caught in a middle age group ..."User age increases". ZDNet Korea. Retrieved December 4, 2018, from http://www.zdnet.co.kr/news/news_view.asp?artice_id=20160302093256&from=Mobile
  3. An, S. H. (2018, May 4). 10 trillion won! Online platform buz big match. Fashionbiz. Retrieved July 3, 2018, from http://www.fashionbiz.co.kr/article/view_onlogin.asp?idx=166595&rurl=%2Farticle%2Fview%2Easp%3Fidx%3D166595&a=1
  4. Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138. doi:10.1002/mar.10063
  5. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376
  6. Bae, Y. K. (2018, April 17). Why does social commerce make no profit. MK. Retrieved November 25, 2018 from http://news.mk.co.kr/newsRead.php?sc=30000001&year=2018&no=243455
  7. Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214-224. doi:10.1016/j.jbusres.2005.06.001
  8. Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126. doi:10.1177/0092070302250897
  9. Byeon, H. (2009). The influence of technical quality and functional quality on switching barrier. Korean Journal of Business Administration, 22(6), 3655-3672.
  10. Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drive Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyal chain. Journal of Retailing and Consumer Services, 36, 124-136. doi:10.1016/j.jretconser.2017.01.010
  11. Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275. doi:10.1177/1094670505278867
  12. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi:10.1177/0092070394222001
  13. Gross, M. (2015). Mobile shopping: A classification framework and literature review. International Journal of Retail & Distribution Management, 43(3), 221-241. doi:10.1108/IJRDM-06-2013-0119
  14. Gurau, C. (2012). A life-stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers. Journal of Consumer Marketing, 29(2), 103-113. doi:10.1108/07363761211206357
  15. Han, J. M. (2017, March 25). "Catch the patrons"...open market, social commerce VIP competition. g-enews. Retrieved July 3, 2018, from http://news.g-enews.com/view.php?ud=2017032417451240070c5a03ecec_1&md=20170324175224_F
  16. Hong, S. K. (2017, June 21). The market size of online shopping was 65 trillion won last year...due to the growth of mobile. The financial news. Retrieved July 3, 2018, from http://www.fnnews.com/news/201706211507368831
  17. Jang, H. Y., & Chung, K. H. (2005). A study on the effects of switching cost, customer loyalty, and brand preference on customer satisfaction and repurchase intention in service industry. Journal of Korea Service Management Society, 6(2), 187-214.
  18. Jang, W. J. (2018, June 19). Selling better than selling more, experience-centered social commerce, 0.8L. Mobi Inside. Retrieved December 5, 2018, from http://www.mobiinside.com/kr/2018/06/19/details-08liter/
  19. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259-274. doi:10.1016/S0022-4359(00)00024-5
  20. Kim, E. Y. (2012). A structural modeling for switching costs and site retention in apparel shopping website. Korean Journal of Human Ecology, 21(6), 1173-1184. doi:10.5934/KJHE.2012.21.7.1173
  21. Kim, E. Y., & Jackson, V. P. (2009). The effect of E-SERVQUAL on e-loyalty for apparel online shopping. Journal of Global Academy of Marketing Science, 19(4), 57-65. doi:10.1080/12297119.2009.9707305
  22. Lee, C. Y. (2016, September 29). Social commerce once more 'fashion'...social commerce mobile market. Apparel News. Retrieved November 2, 2018, from http://www.apparelnews.co.kr/naver/view.php?iid=62935
  23. Lee, E. J., & Kim, J. O. (2011). The service quality perception, purchase satisfaction, recommendation intention, and switching intention of fashion consumers according to the types of internet shopping malls. Journal of the Korean Society of Clothing and Textiles, 35(8), 890-905. doi:10.5850/JKSCT.2011.35.8.890
  24. Lee, J. W. (2013). The study on the e-service quality and e-loyalty in social commerce. The e-Business Studies, 14(3), 175-196. doi:10.15719/geba.14.3.201308.175
  25. Lee, M. (2002). e-SERVQUAL: A scale for measuring consumer evaluations of internet service quality. Journal of Korean Marketing Association, 17(1), 73-95.
  26. Lee, Y. M. (2018, June 24). 'Ready to fire' the giant on . offline retailers, who will become the final winner of e-commerce. Yonhap News. Retrieved July 3, 2018, from http://www.yonhapnews.co.kr/bulletin/2018/06/22/0200000000AKR20180622091300030.HTML?input=1195m
  27. Li, Y. N., & Shin, G. C. (2016). The influence of having been visited to Korea duty-free stores Chinese consumers' perceived relational benefits and relationship quality on customer loyalty: The moderating effect of switching barriers. Journal of Channel and Retailing, 21(1), 55-80. doi:10.17657/jcr.2016.01.31.3
  28. Melnic, E. L. (2016). How to strengthen customer loyalty, using customer segmentation? Bulletin of the Transilvania University of Brasov Series V - Economic Sciences, 9(2), 51-60.
  29. Mutum, D., Ghazali, E. M., Nguyen, B., & Arnott, D. (2014). Online loyalty and its interaction with switching barriers. Journal of Retailing and Consumer Services, 21(6), 942-949. doi:10.1016/j.jretconser.2014.08.012
  30. Opensurvey. (2017, June 29). Mobile shopping trend report for the first half of 2017 1H. Opensurvey. Retrieved July 15, 2018, from https://www.opensurvey.co.kr/blog/trendreport/mobileshopping_report_2017-1/
  31. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  32. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-SQUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. doi:10.1177/1094670504271156
  33. Seong, T. J. (2012). Easy to learn statistical analysis using SPSS/AMOS: From descriptive statistics to structural equation modeling. Seoul: HAKJISA Publisher.
  34. Shin, C. H., Yang, Y. O., & Han, S. L. (2008). A study on the effect of perceived personalization and switching barriers on loyalty in internet shopping malls. Journal of Marketing Management Research, 13(1), 23-43.
  35. Shin, D. H., & Kim, W. Y. (2008). Forecasting customer switching intention in mobile service: An exploratory study of predictive factors in mobile number portability. Technological Forecasting Social Change, 75(6), 854-874. doi:10.1016/j.techfore.2007.05.001
  36. Song, I., & Jeng, K. (2017). A study of effects of service quality and ease of use on buyer's satisfaction and purchase intention in mobile shopping environment. Korean Journal of Business Administration, 30(6), 975-1007. doi:10.18032/kaaba.2017.30.6.975
  37. Sung, H., & Kim, E. Y. (2017). The effects of perceived relational benefits on repurchase intention and word of mouth intention in the social commerce marketplace: Mediating effect of satisfaction and difference in market mavenism. Journal of Fashion Business, 21(2), 30-44. doi:10.12940/jfb.2017.21.2.30
  38. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198. doi:10.1016/S0022-4359(03)00034-4
  39. Yim, C. K., & Kannan, P. K. (1999). Consumer behavioral loyalty: A segmentation model and analysis. Journal of Business Research, 44(2), 75-92. doi:10.1016/S0148-2963(97)00243-9
  40. Yoon, S. J., & Park, J. W. (2003). A taxonomy of customer loyalty group based on expectation disconfirmation and overall satisfaction. Journal of Consumer Studies, 14(1), 39-58.
  41. Zeithaml, V. A., Parasurman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375. doi:10.1177/009207002236911
  42. Zhang, R., Li, X., & Zhang, Y. (2010). Service quality, customer satisfaction and customer loyalty of mobile communication industry in China. Journal of Global Academy of Marketing Science, 20(3), 269-277. doi:10.1080/12297119.2010.9707353