모바일 쇼핑 앱의 고객 충성도에 영향을 미치는 요인에 관한 연구

• 영문명: A Study on the Factors Influencing the Customer Loyalty of Mobile Shopping Apps: Focusing on Jingdong in China
• 발행기관: 한국무역연구원
• 저자명: 장총소(Cong-Xiao Zhang) 신윤식(Youn-Sik Shin)
• 간행물 정보: 『무역연구』제19권 제6호, 295~315쪽, 전체 21쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose - This study focused on exploring factors that affect the customer loyalty of mobile shopping apps by targeting Jingdong, one of China’s comprehensive mobile shopping companies Design/Methodology/Approach - In this study, a model was established to explore the customer loyalty of mobile shopping apps based on previous studies on factors affecting the customer loyalty of mobile shopping apps. This paper conducted an empirical analysis on factors influencing the customer loyalty of mobile shopping apps using customer satisfaction as a parameter. Findings - Factors such as interaction, safety, app design, and the customer satisfaction of mobile shopping apps were found to be important factors affecting customer loyalty. All four factors of interaction, safety, app design, and the customer satisfaction of mobile shopping apps have a significant impact on customer loyalty. Research Implications - In this study, several practical implications were raised to increase the customer loyalty of mobile shopping apps based on the derived analysis results. First, different mobile shopping apps should be designed for each cell phone model. Second, customer loyalty should be cultivated sequentially by improving service quality. Third, the service system of online shopping should be completed by strengthening the auxiliary facilities of mobile shopping apps. Fourth, it is necessary to reduce user detection risk by strengthening the interaction of mobile shopping apps.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구모형 및 가설

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Customer Loyalty Influencing Factors Mobile Shopping Apps