Journal of Information Technology Applications and Management

  • 제27권3호
  • /
  • Pages.77-92
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  • 2020
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  • 1598-6284(pISSN)
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  • 2508-1209(eISSN)
한국데이터전략학회 (Korea Data Strategy Society)
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모바일 쇼핑몰의 속성이 소비자의 충성도에 미치는 효과 : 소비자의 O2O 서비스 경험여부를 조절변수로

The Effects of Mobile Shopping Mall Attributes on Consumer Loyalty : Consumers' Experience with O2O Service as a Moderating Variable

  • 투고 : 2019.08.28
  • 심사 : 2020.07.02
  • 발행 : 2020.06.30
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초록

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.

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