모바일 쇼핑의 지각된 가치와 지각된 위험이 모바일 쇼핑 구매의도에 미치는 영향에 대한 연구 : 스마트폰 이용량의 조절효과를 중심으로

Abstract

The purpose of this study is to find the effect of perceived value and risk on mobile shopping purchase intention. Specifically perceived value was divided into economic value, social value and emotional value, perceived risk is divided into economic risks and functional risks. Data collection was conducted a survey of mobile for men and women 20-30. The results of the study were as follows. First, Impact of mobile shopping purchase intention of the economic and emotional value, except the social value, was found to be statistically significant positive relationship. The impact of the economic value compared to the emotional value showed an approximately two times higher. Second, perceived risk was found not to affect the mobile shopping purchase intention. Third, the moderating effect of smartphone usage on the economic value and emotional value affecting mobile shopping purchase intention did not appear. Fourth, the impact of the economic value and emotional value was some differences between the groups. Based on these results, marketing implications for mobile shopping service are discussed. Finally, the research limitations and further research issues are suggested