한·중 크로스오버 쇼퍼들의 모바일 앱 충성도에 대한 탐색적 연구 (Mobile app Loyalty of Cross-over Shoppers: A Comparison of Korean and Chinese)

서지정보

· 발행기관 : 한국의류산업학회
· 수록지 정보 : 한국의류산업학회지 / 20권 / 3호 / 293 ~ 303페이지
· 저자명 : 박은주, 구진, 박신영

초록

Since 2009, consumers could access a new shopping channel called ‘mobile shopping’ with the generalization of smartphones. Mobile shopping (based on wireless communication technology), emphasizes convenience differentiated from internet shopping. A recent report introduced fashion products as powerful global drivers for mobile shopping sales.
Korea and China have the highest percentage of consumer mobile shopping experiences compared to other countries.
This study investigates the effects of cross-over shopping orientation, perception of app attributes, and flow on app loyalty that compared Korean and Chinese consumers. We obtained 652 usable questionnaires from two local college students; subsequently, data were analyzed by using factor analysis, Cronbach’s alpha, and regression analysis using SPSS 21.0 Package. The study results showed that the cross-over shopping orientation affected perception of app attributes that included Review/Information, Design, Response and Product. Product only affected Flow, which reflected a high similarity between Korean and Chinese consumers. However, Korean and Chinese consumers showed remarkable differences in the factors related to app loyalty. Therefore, the results indicate that retailers of fashion products have developed strategies to improve mobile sales and increase the app loyalty of cross-over shopping orientation consumers.

영어초록

Since 2009, consumers could access a new shopping channel called ‘mobile shopping’ with the generalization of smartphones. Mobile shopping (based on wireless communication technology), emphasizes convenience differentiated from internet shopping. A recent report introduced fashion products as powerful global drivers for mobile shopping sales.
Korea and China have the highest percentage of consumer mobile shopping experiences compared to other countries.
This study investigates the effects of cross-over shopping orientation, perception of app attributes, and flow on app loyalty that compared Korean and Chinese consumers. We obtained 652 usable questionnaires from two local college students; subsequently, data were analyzed by using factor analysis, Cronbach’s alpha, and regression analysis using SPSS 21.0 Package. The study results showed that the cross-over shopping orientation affected perception of app attributes that included Review/Information, Design, Response and Product. Product only affected Flow, which reflected a high similarity between Korean and Chinese consumers. However, Korean and Chinese consumers showed remarkable differences in the factors related to app loyalty. Therefore, the results indicate that retailers of fashion products have developed strategies to improve mobile sales and increase the app loyalty of cross-over shopping orientation consumers.

참고자료

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