O2O 기반의 모바일 쇼핑앱 이용에 대한 중국소비자들의 행태에 관한 실증연구

• 영문명: An Empirical Study on the Consumer Behavior of O2O-based Mobile Shopping App in China
• 발행기관: 한국무역연구원
• 저자명: 왕기연(Qiran Wang) 노태우(Tae-woo Roh)
• 간행물 정보: 『무역연구』제16권 제1호, 215~230쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.02.28

영문 초록

Purpose- This study aims to investigate the relationship between characteristics of O2O (online to offline) mobile shopping application (MSA) and the consumer behavior and to figure out how the perception of consumer towards O2O plays create the loyalty when they are using MSAs. The mobile application market is rapidly expanding while the mobile shopping market is also expected to grow. Design/methodology/approach- Our study investigates the effect of O2O-based mobile shopping application characteristics and product characteristics on the user’s satisfaction, loyalty, and intention to use. In this study, 1063 questionnaires were collected for the purpose of the hypothesis test. Of these, 969 were used for statistical analysis. Statistical analysis includes frequency analysis, exploratory and confirmatory factor analysis, validation of fitness, and path analysis using structural equation method. Findings- we confirmed that eight of nine hypotheses were supported and discussed one unsupported hypothesis. This study presents an effective business strategy and application characteristics suitable for users in O2O-based mobile shopping industry. Research implications or Originality- This study suggests practical implications for establishing characteristics that can increase the intention to continuously purchase by application-based users. Among mobile application services, O2O is available in mobile applications and there is a rapid increase in O2O services in the form of mobile on demand that helps users instantly to search for what they want and to process orders and payments.

목차

Ⅰ. 서론

Ⅱ. 기존문헌검토 및 가설제시

Ⅲ. 연구 방법

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

References

키워드

Chinese Consumer Behavior Mobile Shopping Application O2O Product Characteristic