The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Determinants of Actual Purchase on m-commerce Sites vs. Determinants of Satisfaction with m-commerce Sites

스마트폰을 활용한 모바일 커머스에서의 실제 구매행동과 만족도의 결정변수 비교

  • 양수진 (성신여자대학교 생활문화소비자학과) ;
  • 이윤정 (Adelphi University 마케팅)
  • Received : 2016.02.05
  • Accepted : 2016.03.08
  • Published : 2016.06.28
Download PDF
⟨ Previous Next ⟩

Abstract

Considering the prevalent use of mobile devices and the mobile Internet in Korea, there should be open doors for retailers to a different type of distribution if they could find out what makes consumers satisfied with m-commerce sites as well as what makes consumers purchase from m-commerce sites. Therefore, we explored: 1) the antecedents of satisfaction with m-commerce sites and 2) the determinants of purchasers vs. browsers of m-commerce. As possible antecedents of the two dependent variables, the following were utilized in the current study: the Technology Acceptance Model (TAM), perceived shopping values, and interactivity. According to the results of this study, these variables related to the performance of mobile commerce sites (Perceived ease of use, Perceived usefulness, Synchronicity, Richness of content, and Contextual services) significantly affected satisfaction with m-commerce sites. On the other hand, the most important discriminator of an m-commerce purchaser vs. a browser was human-oriented interactivity, especially interpersonal communication among users. With the help of information technology.

국내에서 모바일 기기와 모바일 인터넷의 광범위한 사용을 고려하면, 모바일 커머스 사이트에서의 만족도와 실제구매에 영향을 미치는 요인을 밝혀내는 것은 중요하다. 따라서, 본 연구에서는 1) 모바일 커머스 사이트에서의 만족도에 영향을 미치는 변수와 2) 모바일 커머스에서의 구매자와 비구매자를 구분하는 결정변수를 알아보았다. 이 두 가지 종속변수에 영향을 미칠 것으로 기대되는 독립변수로 기술수용모델 (TAM; Technology Acceptance Model), 지각된 쇼핑 가치 (perceived shopping values), 상호작용성(interactivity)에서 제안된 변수들을 포함하였다. 본 연구 결과에 따르면, 모바일 커머스 사이트의 성능 (지각된 사용의 용이성 및 유용성, 속도, 풍부한 콘텐츠, 맥락적 서비스)이 모바일 커머스 사이트에서의 만족도에 영향을 미쳤다. 반면에, 모바일 사이트에서의 구매자와 비구매자를 결정하는 가장 큰 요인은 인간적 상호작용성, 특히 사용자간 소통으로 드러났다.

Keywords

References

  1. http://www.sciencetimes.co.kr/?p=116190&cat=135&post_type=news&paged=94
  2. http://services.google.com/fh/files/misc/omp-2013-kr-local.pdf.
  3. https://www.consumerbarometer.com/en/insights/?countryCode=KR..
  4. http://www.etnews.com/20150904000237
  5. http://www.mediapen.com/news/articleView.html?idxno=103651
  6. http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-v2-051315.pdf
  7. https://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Trends-Shaping-Local-Search-in-2014
  8. http://www.comscore.com/Insights/Blog/Q2-M-Commerce-Explodes-to-47-YY-Gain-What-it-Means-for-the-Growth-of-Mobile
  9. 임병하, 육로, "한․중 모바일 커머스의 사용자 만족도와 서비스 품질에 관한 비교연구," 인터넷전자상거래연구, 제12권, 제4호, pp.335-359, 2012.
  10. F. D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, Vol.13, No.3, pp.319-340, 1989. https://doi.org/10.2307/249008
  11. H. P. Lu and P. Y. J. Su, "Factors Affecting Purchase Intention on Mobile Shopping Web Sites," Internet Research, Vol.19, No.4, pp.442-458, 2009. https://doi.org/10.1108/10662240910981399
  12. N. M. Suki, "A Structural Model of Customer Satisfaction and Trust in Vendors Involved in Mobile Commerce," Int. Journal of Business Science and Applied Management, Vol.6, No.2, pp.17-30, 2011.
  13. 정원진, "스마트폰을 통한 모바일 쇼핑 시 모바일 쇼핑몰의 이용성이 구매의도에 미치는 영향," 대한경영학회지, 제25권, 제3호, pp.1769-1791, 2012.
  14. Y. C. Lee, and Y. J. Choi, "An Exploratory Research on College Students' Usages of Mobile Commerce," J. of Communication Science, Vol.12, No.4, pp.382-418, 2012.
  15. A. Y. L. Chong, F. T. Chan, and K. B. Ooi, "Predicting Consumer Decisions to Adopt Mobile Commerce: Cross Country Empirical Examination between China and Malaysia," Decision Support Systems, Vol.53, No.1, pp.34-43, 2012. https://doi.org/10.1016/j.dss.2011.12.001
  16. E. Park, S. Baek, J. Ohm, and H. J. Chang, "Determinants of Player Acceptance of Mobile Social Network Games: An Application of Extended Technology Acceptance Model," Telematics and Informatics, Vol.31, No.1, pp.3-15, 2014. https://doi.org/10.1016/j.tele.2013.07.001
  17. N. M. Suki and N. M. Suki, "Exploring the Relationship between Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Attitude and Subscribers' Intention towards Using 3G Mobile Services," J. of Information Technology Management, Vol.22, No.1, pp.1-7, 2011.
  18. 안대천, 김상훈, "이용자의 성별 세분화에 따른 모바일커머스 수용에 관한 연구," 광고연구, 제88권, pp.7-36, 2011.
  19. 김민정, "모바일 패션 쇼핑에 대한 태도 및 이용의도에 영향을 미치는 요인에 관한 연구- 20-30대 여성을 중심으로," 복식문화연구, 제17권, 제4호, pp.709-722, 2009.
  20. 김규동, 유영목, 김정래, "모바일 커머스 특성 인식이모바일 쇼핑 이용의도에 미치는 영향 연구," 한국인터넷방송통신학회논문지, 제13권, 제6호, pp.297-303, 2013. https://doi.org/10.7236/JIIBC.2013.13.6.297
  21. R. L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," J. of Marketing Research, Vol.17, No.4, pp.460-469, 1980. https://doi.org/10.2307/3150499
  22. M. B. Holbrook and K. P. Corfman, "Quality and Value in the Consumption Experience: Phaedrus Rides Again," Perceived Quality, Vol.31, No.2, pp.31-57, 1985.
  23. B. J. Babin, W. R. Darben, and M. Griffin, "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," J. of Consumer Research, Vol.20, No.4, pp.644-656, 1994. https://doi.org/10.1086/209376
  24. 임기흥, 권진희, "온라인 쇼핑몰의 쇼핑가치가 쇼핑몰 만족에 미치는 영향에 관한 연구-가격민감도를 조절효과로," 디지털융복합연구, 제12권, 제11호, pp.49-55, 2014.
  25. 나윤규, 서현석, "인터넷 쇼핑몰의 사이트 특성과 의류 소비자의 쇼핑성향이 지각된 쇼핑가치 및 만족도에 미치는 영향," 한국의류산업학회지, 제9권, 제6호, pp.626-636, 2007.
  26. T. L. Childers, C. L. Carr, J. Peck, and S. Carson, "Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior," J. of Retailing, Vol.77, No.4, pp.511-535, 2001. https://doi.org/10.1016/S0022-4359(01)00056-2
  27. T. Lee, "The Impact of Perceptions of Interactivity on Customer Trust and Transaction Intentions in Mobile Commerce," J. of Electronic Commerce Research, Vol.6, No.3, pp.165-180, 2005.
  28. Q. Gao, P. L. P. Rau, and G. Salvendy, "Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising," International Journal of Human-Computer Interaction, Vol.25, No.6, pp.479-505, 2009. https://doi.org/10.1080/10447310902963936
  29. R. Gu, L. B. Oh, and K. Wang, "Differential Impact of Web and Mobile Interactivity on E-retailers' Performance," J of Organizational Computing and Electronic Commerce, Vol.23, No.4, pp.325-349, 2013. https://doi.org/10.1080/10919392.2013.837791
  30. C. Chou, "Interactivity and Interactive Functions in Web-based Learning Systems: A Technical Framework for Designers," British Journal of Educational Technology, Vol.34, No.3, pp.265-279, 2003. https://doi.org/10.1111/1467-8535.00326
  31. L. Hanssen, N. W. Jankowski, and R. Etienne, "Interactivity from the Perspective of Communication Studies," In, N. W. Jankowski, and L. Hanssen (eds.), The Contours of Multimedia. Bedfordshire, UK: John Libbey Media, 1996.
  32. D. L. Hoffman, and T. P. Novak, "Marketing in Hypermedia Computer Mediated Environment: Conceptual Foundations," J of Marketing, Vol.60, No.3, pp.50-68, 1996. https://doi.org/10.2307/1251841
  33. Y. Liu, "Developing a Scale to Measure the Interactivity of Websites," J of Advertising Research, Vol.43, No.6, pp.207-216, 2003. https://doi.org/10.2501/JAR-43-2-207-216
  34. G. Wu, "Perceived Interactivity and Attitude toward Web Sites," Proceedings of the 1999 Conference of the American Academy of Advertising, Albuquerque, New Mexico, pp.254-262, 1999.
  35. S. Yang, "Role of Perceived Interactivity in Intended Loyalty for Mobile Websites," Entrue Journal of Information Technology, Vol.11, No.2, pp.259-275, 2012.
  36. R. Hull, P. Neaves, and J. Bedford-Roberts, "Towards Situated Computing," Proceedings of the 1st IEEE International Symposium on Wearable Computers, pp.146-153, Oct. 1997.
  37. C. Heeter, "Implications of New Interactive Technologies for Conceptualizing Communication in Media Use," In, Salvaggio, J. L. and Bryant, J. (eds.), The Information Age: Emerging Patterns of Adoption and Consumer Use, Hillsdale, NJ: Lawrence Erlbaum Associates, pp.217-235, 1989.
  38. J. Steuer, "Defining Virtual Reality: Dimensions Determining Telepresence," J of Communication, Vol.42, No.4, pp.73-93, 1992. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  39. F. F. Reichheld, "Loyalty-based Management," Harvard Business Review, Vol.71, No.2, pp.64-71, 1993.
  40. F. Lai, M. Griffin, and B. J. Babin, "How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom," J of Business Research, Vol.62, No.10, pp.980-986, 2009. https://doi.org/10.1016/j.jbusres.2008.10.015
  41. J. E. Bailey and S. W. Pearson, "Development of a Tool for Measuring and Analyzing Computer User Satisfaction," Management Science, Vol.29, No.5, pp.530-545, 1983. https://doi.org/10.1287/mnsc.29.5.530
  42. J. Baroudi, and W. Orlikowski, "A Short-Form Measure of User Information Satisfaction: A Psychometric Evaluation and Notes of Use," J of Management Information Systems, Vol.4, No.4, pp.44-59, 1988. https://doi.org/10.1080/07421222.1988.11517807
  43. W. J. Doll and G. Torkzadeh, "The Measure of End-User Computing Satisfaction," MIS Quarterly, Vol.12, No.2, pp.259-274, 1988. https://doi.org/10.2307/248851
  44. V. Venkatesh, and H. Bala, "Technology Acceptance Model 3 and a Research Agenda on Interventions," Decision Sciences, Vol.39, No.2, pp.273-315, 2008. https://doi.org/10.1111/j.1540-5915.2008.00192.x
  45. S. J. McMillan, and J. S. Hwang, "Measures of Perceived Interactivity: An Exploration of Communication, User Control, and Time in Shaping Perceptions of Interactivity," J of Advertising, Vol.31, No.3, pp.41-54, 2002. https://doi.org/10.1080/00913367.2002.10673684
  46. H. H. Teo, L. B. Oh, C. Liu, and K. K. Wei, "An Empirical Study of the Effects of Interactivity on Web User Attitude," International Journal of Human-Computer Studies, Vol.58, No.3, pp.281-305, 2003. https://doi.org/10.1016/S1071-5819(03)00008-9
  47. J. C. Nunnally, Psychometric Theory, New York, NY: McGraw-Hill, 1978.
  48. C. Fornell and D. F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," J of Marketing Research, Vol.18, No.1, pp.39-50, 1981. https://doi.org/10.2307/3151312
  49. R. P. Bagozzi, and Y. Yi, "On the Evaluation of Structural Equation Models," J of the Academy of Marketing Science, Vol.16, No.1, pp.74-94, 1988. https://doi.org/10.1007/BF02723327
  50. 노형진, SPSS/Amos 에 의한 사회조사분석, 서울: 형설출판사, 2003.
  51. 김국선, 이종호, "소셜커머스의 만족도와 재구매 의도에 영향을 미치는 서비스품질요인," 한국콘텐츠학회논문지, 제12권, 제3호, pp.311-321, 2012. https://doi.org/10.5392/JKCA.2012.12.03.311
  52. D. Gefen, and D. W. Straub, "The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption," J of the Association for Information Systems, Vol.1, No.1, pp.1-30, 2000.
  53. 채영일, "인터넷 뱅킹의 사용자 지식, 서비스 특성, 보안요인이 지속적 고객수용에 미치는 영향," 한국콘텐츠학회논문지, Vol.11, No.6, pp.372-384, 2011. https://doi.org/10.5392/JKCA.2011.11.6.372
  54. http://www.huffingtonpost.kr/2016/02/22/story_n_9289844.html

Cited by

  1. The Dimensions of M-Interactivity and Their Impacts in the Mobile Commerce Context vol.21, pp.4, 2017, https://doi.org/10.1080/10864415.2016.1355645
  2. The Study of Consumers’ Propensity and Characteristic Perceptions Related to Mobile Commerce Influencing on Satisfaction of Use and Intention of Reuse vol.56, pp.4, 2018, https://doi.org/10.6115/fer.2018.028