• Journal of Service Research and Studies
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• v.14 no.2
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• pp.101-116
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• 2024

As the spread of smartphones has become more common and the utilization rate has increased, the mobile shopping market is also growing and expectations for related industries are also increasing. Mobile shopping apps are converging with various industries such as fashion, beauty, and lifestyle, and competition among companies to increase the number of users is intensifying with the activation of non-face-to-face. Accordingly, in this study, a study on the perceived value and intention to use mobile shopping apps was conducted based on a VAM. In order to test the hypothesis of this study, a questionnaire was conducted on 266 people who had used a mobile shopping app and it was used for analysis. Looking at the results, it was confirmed that both usefulness and enjoyment among the perceived benefit of mobile shopping apps have a positive (+) effect on the perceived value. However, it was found that the technicality and perceived risk among the perceived sacrifices of mobile shopping apps did not significantly affect the perceived value. Finally, it was confirmed that the perceived value of the mobile shopping app had a positive (+) effect on the intention to use. Through this study, we would like to examine the factors that can affect perceived value and usage intention in the mobile shopping app industry, which is increasingly competitive among companies along with the rapid growth of mobile technology and market, and suggest practical implications for related companies and officials to establish efficient strategies to further increase mobile shopping app users.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.89-98
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• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.486-500
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• 2015

This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers' shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.

• Journal of Distribution Research
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• v.8 no.2
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• pp.1-18
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• 2003

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.553-558
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• 2007

본 연구는 인터넷 쇼핑 시 구매의도에 영향을 미치는 요인을 쇼핑가치와 신뢰의 관점에서 접근하였으며, 인터넷 구매 경험이 적은 그룹과 구매 경험이 많은 그룹을 구분하여 그 변화를 실증 분석하였다. 전체 204명의 표본을 구매경험이 적은 그룹(107명)과 구매 경험이 많은 그룹(96명)으로 나누어 PLS(Partial Least Square)를 통하여 분석한 결과 구매경험이 적은 그룹은 신뢰와 태도가 매개가 된 쾌락적 쇼핑가치가 큰 영향을 미치는 반면에 구매경험이 많은 그룹은 효용적 쇼핑 가치가 구매의도에 가장 큰 영향을 미치는 것으로 나타났다.

• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.363-364
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• 2015

본 연구는 모바일 쇼핑의 급증과 더불어 성장하고 있는 O2O(Online-to-Offline) 시장에서 소비자가 추구하는 쇼핑가치(shopping values)를 충족시켜줄 수 있는 웹사이트를 구축하기 위한 요인들을 탐색함으로써 이들 쇼핑가치와 웹사이트 성공요인 간 관계가 향후 소비자의 재구매의도와 같은 고객충성도에 미치는 영향을 고찰하는 데에 그 목적이 있다. O2O 시장에서는 온라인 웹사이트로 소비자를 유도하여 필요한 정보를 제공한 후 관련 제품과 서비스를 수령할 때에는 다시 오프라인으로 유도함으로써 잠재 고객을 확대하고 기존 소비자의 구매를 확대시키고자 한다. 따라서 소비자가 제품과 서비스를 접하는 첫 관문인 웹사이트 설계는 중요한 고려대상이다. 기존 B2C(Business-to-Consumer) 환경에서는 온라인과 오프라인이 각각 독립적인 채널로 운영된 데에 반해 O2O 환경에서는 온라인과 오프라인의 통합으로 시너지 효과를 추구하기 때문에 O2O 채널을 이용하는 소비자가 추구하는 쇼핑가치는 기존 B2C와 다르며 본 연구에서는 새로운 O2O 환경에서 이러한 소비자의 쇼핑가치를 충족시켜줄 수 있는 성공적인 웹사이트 요인을 탐색하고자 한다.

• Journal of Convergence for Information Technology
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• v.8 no.4
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• pp.127-133
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• 2018

In recent years, the interest and importance of the sharing economy is increasing, and car sharing services are being activated. This study examined the effect of shopping value perceived by consumers on brand loyalty and intention to use the car sharing service. The purpose of this study is to identify the effects of these relationships on utilitarian and hedonic shopping values. To verify this, data were collected from 364 car sharing users and analyzed using structural equation modeling. As a result, both utilitarian shopping value and hedonic shopping value had a positive effect on brand loyalty. Brand loyalty had a positive effect on intention to use. Therefore, this study can confirm that the use situation of car sharing service is a theoretical and practical point in suggesting shopping value considering consumption attribute. This implies that a consumer-oriented approach to the sharing economy is needed.

• Journal of Distribution Research
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• v.13 no.4
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• pp.21-46
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• 2008

The purpose of this study in to investigate the high-arousal has a direct effect on the pleasure. Especially this paper focused on the moderating effect of shopping value(hedonic vs utilitarian). Namely, interaction effect of arousal and shopping value has a direct effect on the pleasure. We also examine the pleasure impact on the behavior intention. The main results of this article are as follow; First, it was proved that high arousal can influence on pleasure. Second, it was also proved the interaction effect of arousal and shopping value can influence on arousal. Third, it was proved the pleasure can have a positive influence on behavior intention.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.588-590
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• 2013

This study aims to explore and understand better how consumers' value orientation relates to consumer's intention to use and Word-of-Mouth behaviors in using Web sites. Consumers have perceptions of the shopping value they acquire during their experiences in navigating Web sites. This consumer's shopping value is considered as utilitarian shopping value, information shopping value, and hedonic shopping value. The current paper proposes that value orientation of consumers in Web sites would consequently affect consumer attitude such as intention to use and Word-of-Mouth. In addition, the research investigates the moderating effect of consumer's personality between consumer's shopping value and consumers' attitude in Web sites. For testing the hypothesized research model, survey and Lisrel analysis are conducted. The findings emphasize that online providers need to focus on the perceived values most salient to consumers in order to improve their profitability. Furthermore, providers may also identify the reason why consumers perceive these values much lower when using the Web sites.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.3
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• pp.61-82
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• 2020

This study was conducted to investigate the transformation of shopping behavior from showrooming to webrooming under multi-channel environment. By applying the push-pull-pooring (PPM) theory, we conceptualized the lack of utilitarian shopping value of showrooming as a push effect, the experiential shopping value of webrooming as a pull effect and the showrooming lock-in as mooring effect. Using structural equation model based on 276 sample data, we identified that the utilitarian shopping value of showrooming and the experiential shopping value of webrooming have a positive effect on the intention of webrooming, and that the showrooming mooring had a negative effect on the intention of webrooming.