모바일 쇼핑 환경에서 안전성, 신뢰, 만족, 충성도에 대한 실증연구: 성별에 따른 비교
An Empirical Study on Safety, Trusts, Satisfaction, and Loyalty in Mobile Shopping Environment: Comparison by Gender
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
모바일 쇼핑이 제공하는 편리성과 유용성으로 인해, 모바일 쇼핑 이용자가 급증하고 있다. 그러나 모바일 쇼핑은 인터넷 기반의 쇼핑과 비교했을 때 안전성 문제로 인해 소비자 신뢰에 부정적인 영향을 미치고 있다. 특히, 모바일 쇼핑에 대한 안전성과 신뢰는 성별에 쇼핑 행동에 중요한 영향을 미치고 있다. 이러한 문제의식을 바탕으로, 본 연구는 태도이론을 활용하여 모바일 쇼핑 이용자의 심리를 분석할 수 있는 이론적 프레임워크를 개발하였다. 이 프레임워크를 통해 남성과 여성 모바일 쇼핑 이용자를 대상으로 보안의 안전성, 쇼핑 신뢰, 벤더 신뢰, 쇼핑 만족, 충성도 사이의 인과관계를 분석하기 위한 연구 모델을 제시하였다. 실증 분석을 위해, 모바일 쇼핑 경험이 있는 소비자들을 대상으로 한 온라인 설문조사를 통해 125개의 유효한 데이터를 수집하였고 PLS(Partial Least Squares) 구조방정식 모델을 사용하여 제시된 연구 가설을 검증하였다. 분석 결과, 안전성, 쇼핑 신뢰, 벤더 신뢰, 쇼핑 만족, 충성도 간에 유의미한 영향 관계가 확인되었다. 이러한 연구 결과는 모바일 전자상거래 기업이 모바일 채널의 안전성과 신뢰를 강화하기 위한 전략을 수립하는 데 있어 유용한 정보를 제공할 것이다.
Abstract
The convenience and usefulness provided by mobile shopping have led to a rapid increase in the number of mobile shopping users. However, compared to internet-based shopping, mobile shopping has negatively impacted consumer trust due to safety issues. In particular, the safety and trust in mobile shopping significantly influence shopping behavior based on gender. Based on this awareness, this study developed a theoretical framework using attitude theory to analyze the psychology of mobile shopping users. Through this framework, a research model was proposed to analyze the causal relationships between safety, shopping trust, vendor trust, shopping satisfaction, and loyalty among male and female mobile shopping users. For empirical analysis, an online survey was conducted targeting consumers with mobile shopping experience, and 125 valid data were collected. The proposed research hypotheses were verified using the PLS (Partial Least Squares) structural equation model. The analysis results confirmed significant relationships among safety, shopping trust, vendor trust, shopping satisfaction, and loyalty in the mobile shopping contexts. The research findings will provide useful information for mobile commerce e-companies in establishing strategies to enhance the safety and trust of their mobile shopping channels.
참고문헌 (48)
- 김희진, "소셜 네트워크 서비스에 기반한 모바일 페이먼트의 지속사용의도 : 신뢰 전이 이론을 중심으로", 상품학연구, 41(1), pp.67~76 (2023)
- 유서설, "모바일 결제시스템의 특성이 지각된 가치에 미치는 영향 : 사용자 국적의 조절효과를 중심으로", 상품학연구, 39(6), pp.51~59 (2021)
- 유현미, "고객만족과 재구매의도의 비선형적 관계에 관한 연구", 유통연구, 22(3), pp.19~38 (2017)
- 유현미, "만족한 불만족 고객의 재구매의도 향상 방안", 서비스마케팅저널, 16(1), pp.5~25 (2023)
- Abumalloh, R. A., "Loyalty of Young Female Arabic Customers towards Recommendation Agents : A New Model for B2C E-commerce", Technology in Society, 61, pp.101253~ (2020)
- Alesanco-Llorente, M., "Mobile-assisted Showrooming Behavior and the(R)evolution of Retail : The Moderating Effect of Gender on the Adoption of Mobile Augmented Reality", Technological Forecasting and Social Change, 191, pp.122514~ (2023)
- Aljedaani, B., "End-users’ Knowledge and Perception about Security of Clinical Mobile Health Apps : A Case Study with Two Saudi Arabian Health Providers", Journal of Systems and Software, 195, pp.111519~ (2023)
- Anderson, E. W., "Customer Satisfaction, Market Share, and Profitability : Findings from Sweden", Journal of Marketing, 58(3), pp.53~66 (1994)
- Bhattacherjee, A., "Understanding Information Systems Continuance An Expectation-Confirmation Model", MIS Quarterly, 25, pp.351~370 (2001)
- Bhattacherjee, A., "Individual Trust in Online Firms : Scale Development and Initial Test", Journal of Management Information Systems, 19(1), pp.211~242 (2002)
- Chen, C. H., "The Effects of Information Layout, Display Mode, and Gender Difference on the User Interface Design of Mobile Shopping Applications", IEEE Access, 11, pp.47024~47039 (2023)
- Cinar, A. C., "The Current State and Future of Mobile Security in the Light of the Recent Mobile Security Threat Reports", Multimedia Tools and Applications, 82, pp.1~13 (2023)
- Cyr, D., "Modeling Web Site Design Across Cultures : Relationships to Trust, Satisfaction, and e-Loyalty", Journal of Management Information Systems, 24(4), pp.47~72 (2008)
- Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319~340 (1989)
- Dittmar, H., "Buying on the Internet : Gender Differences in On-line and Conventional Buying Motivations", Sex Roles, 50, pp.423~444 (2004)
- Edesk, "8 Mobile Commerce Trends That Will Dominate through 2023 And Beyond", ~ (2023)
- Fang, Y., "Trust, Satisfaction, and Online Repurchase Intention", MIS Quarterly, 38(2), pp.407~427 (2014)
- Fornell, C., "A National Customer Satisfaction Barometer : Swedish Experience", Journal of Marketing, 56(1), pp.6~21 (1992)
- Gefen, D., "Reflections on the Dimensions of Trust and Trustworthiness Among Online Consumers", ACM SIGMIS Database, 33(3), pp.38~53 (2002)
- Hair, J. F., "A Primer on Partial Least Squares Structural Equation Modeling(PLS-SEM)" (2021), SAGE Publications
- Harris, L. C., "The Four Levels of Loyalty and the Pivotal Role of Trust : A Study of Online Service Dynamics", Journal of Retailing, 80, pp.139~158 (2004)
- Hilgard, E. R., "The Trilogy of Mind : Cognition, Affection, and Conation", Journal of the History of the Behavioral Sciences, 16(2), pp.107~117 (1980)
- Hu, L., "The Effect of Utilitarian and Hedonic Motivations on Mobile Shopping Outcomes : A Cross-cultural Analysis", International Journal of Consumer Studies, 47(2), pp.751~766 (2023)
- Keller, W., "The Gender Gap Among Top Business Executives", Journal of Economic Behavior & Organization, 211, pp.270~286 (2023)
- Kim, D. J., "Trust and Satisfaction, Two Stepping Stones for Successful e-Commerce Relationships : A Longitudinal Exploration", Information Systems Research, 20(2), pp.237~257 (2009)
- Kim, D. J., "An Empirical Study of Community Cohesiveness, Community Attachment, and Their Roles in Virtual Community Participation", European Journal of Information Systems, 32(3), pp.1~28 (2022)
- Kim, H. W., "A Comparison of Online Trust Building Factors Between Potential Customers and Repeat Customers", Journal of the Association for Information Systems, 5(10), pp.392~420 (2004)
- Lee, M. K. O., "A Trust Model for Consumer Internet Shopping", International Journal of Electronic Commerce, 6(1), pp.75~91 (2001)
- Lim, S. H., "The Effect of Unmindfulness on Impulse Purchasing Behaviours in the Context of Online Shopping from a Classical Attitude Theory Perspective", Behaviour & Information Technology, 41(16), pp.3432~3449 (2022)
- Nunally, J. C., "Psychometric Theory" (1978), McGrew-Hill
- McKnight, D. H., "The Impact of Initial Consumer Trust on Intentions to Transact with A Web Site: A Trust Building Model", Journal of Strategic Information Systems, 11(3, pp.4) (2002), 297~323
- Morris B. G., "Partner Symmetries, Partner Conflict and The Quality of Joint Venture Marketing Strategy: An Empirical Investigation", Journal of Marketing Management, 17(1, pp.2) (2001), 223~259
- Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Oliver, R. L., "Measurement and Evaluation of Satisfaction Processes in Retail Settings", Journal of Retailing, 57(3), pp.25~48 (1981)
- Pavlou, P. A., "Integrating Trust in Electronic Commerce with the Technology Acceptance Model: Model Development and Validation", Proceedings of the 7th Americas Conference on Information Systems (2001)
- Plank, R. E., "Perceived Trust in Business-to-Business Sales : A New Measure", Journal of Personal Selling & Sales Management, 19(3), pp.61~71 (1999)
- Rust, R. T., "Service Quality; New Directions in Theory and Practice" (1994), SAGE Publication
- Salisbury, W. D., "Perceived Security and World Wide Web Purchase Intention", Industrial Management & Data Systems, 101(4), pp.165~177 (2001)
- Sheather, S., "A Modern Approach to Regression with R" (2009), Science & Business Media
- Smith, H. J., "Information Privacy : Measuring Individuals' Concerns about Organizational Practices", MIS Quarterly, 20(2), pp.167~196 (1996)
- Smith, H. J., "Information Privacy Research : An Interdisciplinary Review", MIS Quarterly, 35(4), pp.989~1016 (2011)
- Song J., "Trust in Infomediaries", Decision Support Systems, 43, pp.390~407 (2007)
- Teo S. H. T., "Consumer Trust in e-Commerce in the United States, Singapore and China", Omega, 35(1), pp.22~38 (2007)
- VenKatesh, V., "Why Don't Men Ever Stop to Ask For Directions, Gender, Social Influence and Usage behaviors", MIS Quarterly, 24(1), pp.115~139 (2000)
- Yang, W., "Does Mobile Payment Adoption Really Increase Online Shopping Expenditure in China : A Gender-Differential Analysis", Economic Analysis and Policy, 77, pp.99~110 (2023)
- Zhang, R., "M-shopping Service Quality Dimensions and Their Effects on Customer Trust and Loyalty : An Empirical Study", International Journal of Quality & Reliability Management, 40(1), pp.169~191 (2023)
- Zhang. X., "TAM : The Moderating Effect of Gender on Online Shopping", Journal of International Technology & Information Management, 12(2), pp.99~118 (2005)
- Zhang. X., "The Version Effect of Apps and Operating Systems in Mobile Commerce", Production and Operations Management, 32(2), pp.637~654 (2023)