모바일 쇼핑에 대한 지각된 가치가 만족과 구전의도에 미치는 영향

Abstract

Now, with the development of internet, the online shopping is also booming. Especially the popularity of mobile phone, not only the lifestyle of consumer, but also the mobile communications service-centered consumer environment is also growing. With the development of the information communication technology, the e-commerce trading environment of consumer also have taken place a great change. With the e-commerce trade coming on stage, the basic commercial trade expanded to social network, of course, accompanying the great change of enterprise and individual. And what's more, with the popularity of smartphone, the prosperous commercial trade on the basis of PC is also expanding to mobile communication gradually. Particularly, the well-known mobile shopping using smartphone is popularizing in the life of everyone, and the perceived value of the consumer using smartphone online shopping leads the development and growth of the mobile shopping marketplace. Recently, the market salesman and the researcher are getting interested in the value that customer perceived in online shopping. In fact, one of the marketing strategies of the most effective is the value offered to the customer. The enterprise will get important competitive edge to the competitor in the market through providing high value commodity and service by the enterprise With regard to understanding the value that the customer pursuit, the other necessary reason is that it could strengthen the relation with the customer, and make the direction setting of the customer possible. Following the customer's requirements, when providing commodity and service with value to the customer, need to meet the expectation of the customer, raise the degree of satisfaction of the customer, then realize the variation of profitability. Moreover, the high satisfaction of customer have deep effect on the loyalty is that the specialists and scholars of all field emphasized. In this paper, under the circumstance of mobile shopping, it can be construed same skeleton (orderliness). The consumer obtained value through mobile shopping, can improve the satisfaction of the mobile shopping, and the intention of spoken communication will increase with it, the enterprise will create yield rate. Under this background, it can be determined that the development potential of the mobile shopping market is immeasurable, in the study of this paper, according to the moderating effect of product attention and the value of mobile shopping that consumer perceived, gradually highlights the necessity of study how it affects to the satisfaction and the spoken communication intention of mobile shopping. With the importance of perception value of customer enlarging, the forerunners of the research devoted quite a little heart and soul to the conceptualization of the perception value of customer and developed theoretical concepts on value, using such papers of the forerunners as extension line, in this paper, using the measurement method in the prior study to the base value to measure the perception value of customer, and combining with the environment under mobile shopping to survey and measure, and make study purpose as follows. With the popularity of mobile phone of China and Korea, analyzing the present usage of mobile shopping in two countries, thus grasp the characteristic of mobile shopping. Compared to online shopping, the mobile shopping has excellent characteristic of mobility, timeliness and personalization. The value that consumer perceived in mobile shopping need classified study, and in this study, the economic value, social value and affective value the three layer as basis, the user of mobile shopping as object, through analysis and investigation to grasp the three layer value the consumer perceived under mobile shopping. The consumer can let us to understand how mobile shopping affects to spoken communication intention. And in the correlations of satisfaction of mobile shopping and value category that perceived in mobile shopping, what effect product attention degree has as moderating effect. Finally, through the characteristic of demography, on significance level, ascertain the differentiation point among all essential factors categories. Deriving the final results through the study of the above several steps, under the market circumstance of mobile shopping, according to the difference of attention level to the product, if there is difference in influence of shopping satisfaction and the value perceived in mobile shopping, formulate differentiated strategy and more positive direction strategy, and finally the paper gives a startpoint as reference. This paper use the experienced consumer of mobile shopping as investigation object, among the 480 questionnaires, 30 dishonesty questionnaires was canceled, and finally 450 specimens were used. Using SPSS 23.0 to make statistical analysis, carrying on appropriateness analysis and reliability analysis of variable, and correlation analysis among the variables. Finally, conduct hypothesis verification through simple regression analysis and multi regression analysis, in order to verify the moderating effect of attention degree using moderating effect regression analysis. In the study of this paper, the subdivision analysis of perceived value in mobile shopping, by the previous research results, start from the forming of mobile shopping satisfaction and the essential factor of spoken communication intention, find out the connection of related information, then make the attention degree as moderating effect, comprehensive analysis, verification and arrangement, conduct as previous research information for the subsequent researchers, provide necessary information and material, it is the purpose of this paper to exported revelation and prompt for the related study that could realize in the future.