Shopping Satisfaction in Mobile Distribution Channels: Focusing on Prudent Shopping Behavior

• 영문명: Shopping Satisfaction in Mobile Distribution Channels: Focusing on Prudent Shopping Behavior
• 발행기관: 한국유통과학회
• 저자명: Hyeonmi YOO Se Hun LIM
• 간행물 정보: 『유통과학연구(JDS)』제22권 제8호, 99~107쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

Purpose: The aim of this study is to explore the psychological characteristics of users in mobile distribution channels (MDC) during mobile shopping. Research design, data and methodology: A conceptual framework based on shopping satisfaction theory was developed, leading to the proposal of a research model to examine the relationships between emotional control (EC), emotional practice (EP), prudential buying tendency (PBT), prudential buying urge (PBU), prudential buying behavior (PBB), and mobile shopping satisfaction (MSS) in MDC. To validate the research model, 125 survey responses were collected from mobile shoppers, and the relationships among EC, EP, PBT, PBU, PBB, and MSS were analyzed using the PLS structural equation model. Results: The empirical analysis revealed that EC did not have a significant impact on PBT, while EP had a significant effect on PBT. Moreover, PBT was found to influence both PBU and PBB, with PBU significantly affecting PBB. Finally, the study found that PBB significantly influences MSS. Conclusions: This study elucidates the relationships among EC, EP, PBT, PBU, PBB, and MSS, providing valuable insights for enhancing consumer shopping satisfaction in MDC. Practically, the study suggests various strategies for personalized and differentiated mobile customer management. Theoretically, it contributes to the field by stimulating further research on prudent purchasing behavior in mobile commerce.

목차

1. Introduction

2. Theoretical Background and Hypotheses

3. Survey and Measurement

4. Empirical Analysis Results

5. Conclusions

References

키워드

Prudential Shopping Tendency Urge Behavior Mobile Shopping Satisfaction Emotional Control Distribution