Asia Pacific Journal of Business Review

Kyung Hee University Management Research Institute (경희대학교 경영연구원)
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The Effect of Characteristics of Mobile Shopping on Perceived Value and Intention to Use

  • Kim, Jong Lak (Department of Distribution Management, Jangan University)
  • Received : 2021.05.15
  • Accepted : 2021.06.15
  • Published : 2021.08.30
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Abstract

This study was conducted to explore the causal relationship between the characteristics of mobile shopping mall use and the effect on the intention to use mobile shopping malls through perceived value (hedonic value and utilitarian value). Specifically, this study defined the usage characteristics of mobile shopping malls as accessibility, convenience, and enjoyment, respectively, and attempted to explain the relationship on the intention of use through perceived value. The research results are as follows. First, it was found that enjoyment had a positive (+) effect on hedonic value. However, it was found that convenience did not affect hedonic value. On the other hand, contrary to expectations, accessibility was found to have a negative (-) effect on hedonic value. Second, it was found that accessibility and convenience had a positive (+) effect on utilitarian value. However, it was found that pleasure did not affect utilitarian value. Third, it was found that utilitarian value had a positive (+) effect on the intention to use mobile shopping, while hedonic value did not affect the intention to use mobile shopping. Through this, it is meaningful to provide mobile shopping users with solutions to improve their restrictions in the shopping process.

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