홈쇼핑 모바일앱 전환 및 만족도 영향 요인 연구
A study on the factors influencing switching behavior to and satisfaction with home shopping mobile apps
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
This study aimed to investigate the influence of consumers' innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers' innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers' innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.
Abstract
This study aimed to investigate the influence of consumers' innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers' innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers' innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.
참고문헌 (53)
- Abduh, M., "Customer satisfaction and switching behavior in Islamic banking: Evidence from Indonesia", School of Doctoral Studies (European Union) Journal, (4), pp.209~215 (2012)
- Bae, B. I., "The effect of purchasing factors of mobile fashion shopping on customer satisfaction and repurchase intention", master, pp.2015
- (2014)[URL]
- Choi, H., "A study on the factors which affect the usage intention of mobile shopping", master, pp.2009
- Choi, H. R., "The effects of interactivity on mobile commerce acceptance in mobile environment", The Journal of Information Strategy, 7(1), pp.1~28 (2004)
- Choi, J. -Y., "A study of antecedents of the intention to accept smartphone-based banking services: Integrating multiple theoretical models", master, pp.2013
- "IR Release" (2015)[URL]
- Fred D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319~ (1989), JSTOR[DOI]
- Fred D. Davis, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, 35(8), pp.982~1003 (1989), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Heo, S. B., "A study about difference for experience of department VMD elements effect on store satisfaction per customer type: Around department store interior, display and graphics", master, pp.2011
- Hu, C., "Study on the factors influencing the satisfaction of smart phone application users : Comparison between web and native applications", master, pp.2013
- Hwang, H. E., "The influence of wine sommelier service quality on customer satisfaction and customer loyalty", master, pp.2011
- Hwang, J. H., "The effects of U-Transportation intelligence system quality in the U-City environment on user satisfaction through perceived usefulness and innovativeness", doctor, pp.2015
- 전인욱, "금융서비스 실패가 전환행동에 미치는 영향", 석사, 경영학과 마케팅전공, pp.2013
- 조현, "정보기술수용 모형을 활용한 소셜 네트워크 서비스 사용자들의 전환 의도 분석", 한국정보기술학회논문지, 11(4), pp.1~9 (2013), 한국정보기술학회
- Jung, B. R., "The effects of TV home-shopping consumers’ shopping lifestyle and buying effective factors on satisfaction", master, pp.2015
- 정경수, "모바일 커머스의 이용의도에 영향을 미치는 요인", 정보시스템연구, 17(3), pp.153~174 (2008), 한국정보시스템학회
- Jung, S. K., "A study on relationship among relational benefits, satisfaction and customer loyalty", master, pp.2012
- Jung, S. Y., "The effect of mobile shopping user experience on satisfaction and continuous usage intention: focusing on smartphone users", master, pp.2015
- 강월석, "스마트폰 정보활용과 이용성과가 노인의 삶의 만족도에 미치는 영향", 박사, 노인복지학과 노인복지전공, pp.2013
- Keaveney, S. M., "Customer switching behavior in service industries : An exploratory study", The Journal of Marketing, 59(2), pp.71~82 (1995)
- Kim, C. W., "The influence of sport tourism's participation motivation and destination attributes evaluation on reparticipation and switching intention", doctor, pp.2004
- (2016)[URL]
- Kim, H. J., "An empirical study on the effects of mobile learning service qualities on user's flow and satisfaction", master, pp.2015
- Kim, J. H., "A study on the function utilization of satisfaction", dissatisfaction, with fashion brand apps, and brand equity, Kyunghee University, 2015
- Kim, J. O., "The impact of mobile characteristics on customers' intention to use mobile banking", master, pp.2008
- 김민정, "모바일 패션 쇼핑 특성과 지각된 상호작용성이 구매의도에 미치는 구조적 영향 : 스마트폰 사용자를 중심으로", 박사, 의류학과 패션산업전공, pp.2014
- Kim, M. T., "Consumer behavior" (2012), McGraw-Hill Korea
- Report of comparisons in TV home shopping satisfaction, "Korea Consumer Agency", ~ (2009)
- Understanding and prospect about on-line shopping market, "Korea On-Line Shopping Association", Korea On-line Shopping Association, ~ (2014)
- 곽동성, "모바일 애플리케이션의 상호작용성이 플로우(flow)와 구매의도에 미치는 영향에 관한 연구 -구매등급을 조절효과로-", 디지털융복합연구, 10(10), pp.165~176 (2012), 한국디지털정책학회
- (2015)[URL]
- Lee, H. S., "Structural equation modeling with AMOS 20. 0" (2013), Jibhyunjae
- Lee, M., "A study on factors which affect the usage of mobile shopping", master, pp.2013
- Lee, M. J., "The effects of service recovery procedure on customer satisfaction and customer loyalty in the foodservice industry: Focusing on the region of Daejeon", master, pp.2009
- (2015)[URL]
- Li, X., "Drivers of the complaining behaviors and re-use intentions for mobile payment services: Evidence from Chinese students", master, pp.2015
- 임유선, "쇼핑성향에 따른 서울 패션상권의 선호요인과 상권 이용도", 복식문화연구, 21(2), pp.167~182 (2013), 복식문화학회[DOI]
- Carolyn A. Lin, "Factors Influencing the Adoption of Multimedia Cable Technology", Journalism & Mass Communication Quarterly, 75(2), pp.341~352 (1998), SAGE Publications[DOI]
- Loveman, G. W., "Employee satisfaction, customer loyalty, and financial performance : An empirical examination of the service profit chain in retail banking", Journal of Service Research, 1, pp.18~31 (1998)
- 문현필, "모바일 서비스 사용의 영향 요인에 관한 연구", 정보시스템연구, 14(2), pp.133~154 (2005), 한국정보시스템학회
- 노미진, "모바일 특성이 모바일 서비스 수용에 미치는 영향", 경영교육연구, (48), pp.125~150 (2007), 한국경영교육학회
- Oh, A. Y., "Impact to intend using on characteristic of service and user in mobile homepage", master, pp.2012
- Park, I., "Effects of trust, satisfaction and loyalty in mobile SNS website quality attributes", master, pp.2012
- 박지형, "스마트폰의 지각된 기능적 속성과 개인 혁신성이 사용자의 채택의도와 실제사용도에 미치는 영향", 경영교육연구, 26(5), pp.191~214 (2011), 한국경영교육학회
- Rogers, E. M., "Diffusion of innovations" (2003), The Free Press
- (2015)[URL]
- 신미향, "스마트폰 기반 쇼핑몰에 대한 정보프라이버시 염려와 개인적 혁신성이 유용성과 사용편이성 및 만족에 미치는 영향", 디지털융복합연구, 12(8), pp.197~209 (2014), 한국디지털정책학회[DOI]
- (2015)[URL]
- Song, J. H., "A comparative analysis of the effects of portal and full browsing mobile internet types on the customer satisfaction", master, pp.2009
- Tsai, W. -C., "A study of consumer behavioral intention to use e-books : The technology acceptance model perspective", Innovative Marketing, 8(4), pp.55~66 (2012)
- Yi, H. -G., "Effects of regulatory focus on customers' negative emotion and switching intention", master, pp.2011
- 유수현, "인터넷쇼핑과 TV홈쇼핑 소비자의 구매만족도 비교분석", 한국가족자원경영학회지, 8(1), pp.61~78 (2004), 한국가족자원경영학회