한국과 중국 소비자의 모바일 쇼핑 경험이 몰입, 만족도, 충성도에 미치는 영향

초록

Among Asian countries, Korea and China use mobile shopping the most, but mobile shopping behavior between Korean and Chinese consumers may differ depending on the national environment and consumer characteristics. Therefore, in this study, the different effects of mobile shopping experiences of Korean and Chinese consumers on flow, satisfaction, and loyalty were examined. For this study, a survey was conducted among consumers in their 20s and 30s in Korea and China. The survey was carried out online, and 346 copies except for unfaithful responses from the collected questionnaires were used for the final analysis (Korea 191, China 155). As a result of the Structure Equation Analysis, it was confirmed that both Utilitarian and Hedonic experiences are the factors that have a positive impact on Flow and Satisfaction of consumers using mobile shopping apps. It was also examined that the degree of Flow and Satisfaction of consumers when using a mobile shopping app is a factor that has a positive effect on consumers' Loyalty to a mobile shopping app. Results of the multi-group path analysis on Korea and China revealed that Utilitarian experience had a large effect on Flow and Satisfaction of Korean consumers when using a mobile shopping app, while Hedonic experience had a great impact on Flow and Satisfaction of Chinese consumers. These results suggest that Utilitarian experiences had a relatively greater influence in Korea as Korea's mobile shopping apps developed centered on comparison in product assortments and price, and delivery. In China, on the other hand, live streaming services in mobile shopping apps are very active, so Hedonic experiences seem to have a relatively greater impact since the proportion of shopping through the service is high. This study is meaningful in that it suggests what is needed to enable continuous purchase and word of mouth to companies that provide products and services through mobile shopping apps in a rapidly changing mobile environment. In addition, the results of this study presented the implications of what strategies a mobile shopping app company should implement in order to create a sustainable competitive advantage for attracting Korean and Chinese consumers in a global competitive environment.

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