쇼핑 애플리케이션의 특성이 애플리케이션의 선호도에 미치는 영향에 관한 연구 가격민감도를 조절효과로-

A Study on the Effect of Mobile Shopping Application Characteristics on Customer Preference : Focusing on Price Sensitivity

  • 투고 : 2014.03.20
  • 심사 : 2014.06.20
  • 발행 : 2014.06.28


최근 주요 기업들은 쇼핑 애플리케이션을 마케팅 전략으로 개발하여 이용하고 있으며, 이러한 전략을 효과적으로 실행하는데 무게를 두고 있다. 이러한 쇼핑 애플리케이션의 대표적인 요소들은 상호작용성 그리고 정보제공성, 이용편리성이 있다. 이에 본 연구는 애플리케이션의 특성이 애플리케이션의 선호도에 미치는 영향에 대해 실증적으로 분석하고, 소비자들의 가격민감도에 영향을 미치는 요인을 찾아 효과적인 쇼핑애플리케이션의 활용전략을 제시한다. 본 연구의 결과는 상호작용과 정보제공성, 이용편리성은 선호도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 애플리케이션의 특징이 선호에 영향을 미칠 때, 가격민감도의 조절효과를 살펴본 결과, 가격민감도가 높은 집단에서는 정보제공성이 가장 유의한 영향으로 나타났고 다음으로 상호작용성과 이용편리성이 유의하다는 결과가 나타났다. 가격민감도가 낮은 집단에서는 정보제공성은 유의하지 않았다. 이러한 결과를 기반으로 기업의 마케팅적 시사점을 도출하였다.


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