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http://dx.doi.org/10.5392/IJoC.2016.12.4.045

Analysis of Factors Influencing Food Purchasing Behavior of Consumers In Mobile Shopping Malls : Focusing on the Comparison of Three Types of Mobile Shopping Malls  

Eom, Ha Ram (Dept. of Business Administration Seoul Women's University)
Moon, Jung Hoon (Dept. of Agricultural Economics and Rural Seoul Nat'l University)
Lee, Jong Tae (Dept. of Business Administration Seoul Women's University)
Publication Information
International Journal of Contents / v.12, no.4, 2016 , pp. 45-52 More about this Journal
Abstract
This study focuses on finding ways to stimulate the growth of agricultural sectors in m-businesses, by analyzing and comparing the factors that influence the purchasing behavior of consumers in the open market, social commerce, and integrated shopping malls. Consumers at various mobile shopping malls answered a survey. Among the nine factors considered, one important factor was the frequency of purchasing agrifoods. Regression analysis produced three results. First, in the open market, in addition to various other advantages, the brand image, reasonable pricing, simple payment system, and convenience of using an app were important factors that influenced the purchasing behavior of the individual consumer. Second, in social commerce, the major factors influencing purchase were the reasonable pricing, quick delivery service, and convenience of using an app. Third, in integrated shopping malls, the brand image, guaranteed after-sale service, the variety of products, quick delivery service, and convenience of using an app were the significant factors.
Keywords
Mobile Shopping; Food Purchasing Behavior; Open Market; Social Commerce; Integrated shopping malls;
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Times Cited By KSCI : 5  (Citation Analysis)
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