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http://dx.doi.org/10.14400/JDC.2014.12.11.113

A Study on the Effect of Shopping Application Information Offering on Application Preference and Repurchase Intention : mediating effect of frequency of utilization  

Kwak, Dong-Sung (Chung-Ang University)
Yim, Ki-Heung (Gwang-Ju women University)
Kwon, Jin-Hee (Chung-Ang University)
Publication Information
Journal of Digital Convergence / v.12, no.11, 2014 , pp. 113-121 More about this Journal
Abstract
Recently, companies marketing strategy developed by a shopping application, focuses on effectively implementing this strategy. The representative elements of shopping Application are information offering. This study verified the effects of information offering, on the application preferences and repurchase intentions, and the moderating effects of frequency of utilization. The result states that the shopping application informations affect the shopping application preference, In terms of frequency of utilization, the group with higher frequency of utilization showed more significant result on the information offering affects on the application preference, the group with higher frequency of utilization showed more significant result than the group with lower frequency of utilization.
Keywords
information offering; application preference; frequency of utilization; repurchase intention;
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