- Volume 12 Issue 6
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A Study on the Effect of Mobile Shopping Application Characteristics on Customer Preference : Focusing on Price Sensitivity
쇼핑 애플리케이션의 특성이 애플리케이션의 선호도에 미치는 영향에 관한 연구 가격민감도를 조절효과로-
- Kwak, Dong-Sung (Chung-Ang University) ;
- Yim, Ki-Heung (Gwang-Ju women University) ;
- Kwon, Jin-Hee (Chung-Ang University)
- Received : 2014.03.20
- Accepted : 2014.06.20
- Published : 2014.06.28
Recently, in order to promote their marketing strategy, the entrepeneurs attach importance to many shopping Application services and execute it. The representative elements of shopping Application are interactivity, information offering, convenience of use. This study verified the effects of interactivity, information supplying, and usage convenience, the application characteristics, on the application preferences and repurchase intentions, and the moderating effects of price sensitivity and usage frequency. The result states that the shopping application characteristics affect the shopping application preference, In terms of price sensitivity, the group with higher price sensitivity showed more significant result on the interactivity and usage convenience, and when the information supplying affects on the application preference, the group with higher price sensitivity showed more significant result than the group with lower price sensitivity.
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