A Study on Revitalization of Revenue through Difference of Consumer Perception of Characteristics of Mobile Social Commerce

• 발행기관: 한국유통과학회
• 저자명: Beet-Na Choi Hoe-Chang Yang
• 간행물 정보: 『East Asian Journal of Business Management』vol.8 no.1, 31~38쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.01.31

영문 초록

Purpose - This study aimed to verify some cues for invigorating sales of mobile social commerce companies by analyzing differences in consumers perceptions on characteristics of mobile commerce, after applying the step 1 of strategy deduction approach using the differences in their perceptions. Research design, data, and methodology - Efficient questionnaires of a total of 365 respondents who answered the questions about the importance of and the satisfaction with 14 characteristics of social commerce were returned, and then, paired-samples t-test and IPA by all respondents, gender, age and incomes were conducted. Results - The analysis showed that a maintenance/reinforcement strategies planned by companies are required for some factors including discount rate at the first quadrant, while active improvement strategies are required for others including reliability and interactivity at the second quadrant. Conclusions – The findings show that different marketing strategies should be established for each consumer who often uses mobile social commerce, and that more effective and efficient performance of mobile social commerce may be acquired by establishing and operating active improvement strategies.

목차

1. Introduction

2. Theoretical Background

3. Empirical Analysis

4. Conclusion & Discussions

References

키워드

Social Commerce Characteristics of Mobile Social Commerce Difference in Consumers Perceptions Invigoration of Sales IPA