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Study on the Influence of Mobile Application Interactivity on flow and purchase intention

모바일 애플리케이션의 상호작용성이 플로우(flow)와 구매의도에 미치는 영향에 관한 연구 -구매등급을 조절효과로-

  • Received : 2012.10.13
  • Accepted : 2012.11.15
  • Published : 2012.11.30

Abstract

Despite the gradual growth of mobile markets according to an increased mobile distribution rate, empirical studies on the mobile shopping application markets are not sufficient. From the viewpoint of a large number of purchase of brand product in department store by customers and a high growth rate of mobile shopping by means of mobile shopping, we classified a principle variable, the interactivity, into three levels and verified the effects of the interactivity on the flow, effects of the flow on the purchase intention and the control effect of purchase level. In conclusion, among the three levels of the interactivity the customer-customer interactivity and the content-customer interactivity have positive effects on the flow, but company-customer has not. On the other hand, the customer-customer interactivity and the content-customer interactivity have a positive effect on the flow. Furthermore, the flow affects the purchase intention positively. After the verification of the direct effect of interactivity on the purchase intention, the content-customer interactivity only has a positive effect on the purchase intention. Lastly, the purchase level has a control effect when the customer-customer interactivity has a positive effect on the flow.

Keywords

the interactivity;the flow;the purchase level;the purchase intention