The Journal of the Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회논문지)

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on the Influence of Mobile Commerce Characteristics Perception on Mobile Shopping Intentions

모바일 커머스 특성 인식이 모바일 쇼핑 이용의도에 미치는 영향 연구

  • 김규동 (을지대학교 의료IT마케팅학과) ;
  • 유영목 (단국대학교 경영학부) ;
  • 김정래 (을지대학교 의료공학과)
  • Received : 2013.12.03
  • Accepted : 2013.12.13
  • Published : 2013.12.31
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Abstract

This study was conducted to analyze the Influence of mobile commerce characteristics perception on mobile shopping intentions. The result of this study showed that mobile commerce characteristics perceptions have influence on mobile shopping intentions. The study also showed that the Influence of mobile commerce characteristics perception on mobile shopping intentions was different between mobile shopping experience group and none experience group. So the companies which is competing in the mobile commerce industry have to plan the various strategical marketing programs for the mobile devices users.

본 연구는 스마트폰 이용자들이 인식하고 있는 모바일 커머스 특성과 이러한 특성 인식이 모바일 쇼핑 이용의도에 미치는 영향을 파악하고자 이루어졌다. 연구결과, 스마트폰 이용자들의 모바일 커머스 특성 인식은 모바일 쇼핑 이용의도에 정의 영향을 미치는 것으로 나타났고, 모바일 쇼핑 이용경험 유무 집단별로 편재성, 개인화, 즉시접속성 등의 모바일 커머스 특성 인식과 모바일 쇼핑 이용의도에 유의한 차이가 있었다. 또한 모바일 커머스 특성 인식이 모바일 쇼핑 이용의도에 미치는 영향은 모바일 쇼핑 이용경험 집단에서 더 크게 나타났다. 따라서 본 연구결과를 토대로, 모바일 커머스 시장에서 경쟁하고 있는 기업들은 보다 효과적인 마케팅전략방안을 도출해야 할 것이다.

Keywords

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