수퍼마켓의 모바일 앱 도입으로 인한 고객의 구매행동 변화 분석

초록

This study investigates the effect of the launching of mobile application of one of the most representative Korean super markets on the customers’ shopping behavior. We tried to analyze the change of purchasing behavior in terms of customer demographic characteristics, shopping types, and the changing amount of payment before and after the introduction of mobile application. We analyzed mobile shopping data of 5,000 customers of the most representative super market in Korea in terms of before and after the adoption of mobile shopping application. The following table 1 shows the descriptive statistics of mobile shopping customers used in the analysis of this study. We tried to conduct the logit regression analysis of mobile shopping data based on the customer adoption of the mobile application of the supermarket. The following table 2 is showing the specific results of underlying variables of mobile shopping data. We also conducted regression analysis of the relationship between weekly consumption amount and many underlying shopping variables of mobile shopping situation. As seen in the table, most variables were statistically significant and the interaction effects among mobile app adoption, mobile app introduction, offline customers were also tested. By using the different kinds of regression analyses, including logit model, we have got some meaningful results. First of all, we found that previous online shopping customers are more active in the adoption of the new mobile shopping application. We also investigated the relative impact of each different variable on the adoption of mobile shopping behavior. This study provides retail marketing managers with some ideas regarding the effect of mobile channel promotion and customer relationship strategy. As a conclusion, managerial implications and the limitations of the results of the study were also discussed.

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