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http://dx.doi.org/10.6109/jkiice.2016.20.12.2379

A Study on the Features of Selecting Mobile Shopping Malls Using IPA Metrics  

Kim, Jong-ha (Department of Politics, Communication and Defense Studies, Hannam University)
Kim, Kyung-hee (Department of Business Administration, Silla University)
Publication Information
Journal of the Korea Institute of Information and Communication Engineering / v.20, no.12, 2016 , pp. 2379-2386 More about this Journal
Abstract
This study conducted an analysis using IPA metrics targeting college students to get strategic implications for marketing in the recently fast-growing mobile shopping market. The IPA analysis result about the selection of mobile shopping malls is as follows. First, out of the 21 features, 'reliability of the offered products(6.09)' had the highest level of importance and 'convenience of payment(5.29)' had the highest level of performance. Second, in the area of 'Doing great, Keep it up' 11 features were included such as 'convenience of payment' and 'reliability of the offered products'. Third, the feature that needed to be corrected in the area of 'Focus here' was 'shortening the waiting time for exchange, refund or warranty service'. Fourth, low priority areas in terms of importance and performance, there were 3 features including 'push/notification helps purchases'. Fifth, to the area of 'overdone' 4 features belonged such as 'variety in the type of products'.
Keywords
Mobile shopping; IPA; Importance; Performance;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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