Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Effect of Economic Value on Shopping Commitment and Consumer Loyalty in Chinese Mobile E-Commerce: A Moderated Mediation Effect of Social Value

중국의 모바일 전자상거래에서 경제적 가치가 쇼핑몰입과 고객로열티에 미치는 영향: 사회적 가치의 조절된 매개효과

  • 주혜영 (중앙대학교 한국전자무역연구소 ) ;
  • 유병부 (목원대학교 국제협력처)
  • Received : 2021.04.10
  • Accepted : 2021.04.27
  • Published : 2021.04.30
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Abstract

This study analyzes the various roles of social value in the consumption value model in China's mobile e-commerce environment. This is because customers in the Confucian culture area are highly influenced by others in their consumption behavior. However, there has been no consideration of these opinions in the consumption value model. In particular, it was analyzed whether social value has a moderated mediation effects in the path of economic value on customer loyalty. As a result of analyzing 228 pieces of data collected in China, it was found that the economic value is increasing customer loyalty through the entrance of shopping malls, and this indirect effect is affected by social value, and there was a moderated mediation effect. This study is theoretically meaningful in that it is newly elucidating the role of social value in the consumption value model.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2019S1A5B5A02041241)

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