Effects of Relational Benefits and Shopping Orientation on Customer Loyalty in Mobile Shopping Mall

• 발행기관: 한국유통과학회
• 저자명: Yoon Hwang Ju Jong Bak Kim Hee Young Cho
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2016 International Conference on Business and Economics (ICBE 2016), 151~154쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

This research can be utilized as basic data that are necessary for establishing a corporate strategy by discovering what factors of relational benefits and shopping orientation have effects on enhancing customer satisfaction or customer loyalty in mobile Internet shopping malls and by surveying interactions between relational benefits on the one hand and customer satisfaction and customer loyalty on the other based on types of mobile Internet lifestyles. Survey data collection in this research, a questionnaire survey was carried out with 200 college students who attend one of the universities located in Seoul metropolitan area and who use mobiles as target. A total of 175 valid samples were used for final analysis excluding those with insincere answers. Results of the analysis of a structural model vis-a-vis the research model of turned out to be on a satisfactory level overall as and the path results for the entire model are presented. It was verified that customer satisfaction generated by relational benefits offered by a mobile shopping mall had positive effects on customer loyalty and also that customer satisfaction generated by shopping orientation of consumers too had positive effects on customer loyalty.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Hypotheses Setting and Research Model

4. Empirical Analysis

5. Conclusions and Implications

References

키워드

Mobile Business Mobile Internet Lifestyle Relational Benefits Shopping Orientation