전자상거래 애플리케이션의 사용성 평가 지표

최지원,김종배 사단법인 인문사회과학기술융합학회 2017 예술인문사회융합멀티미디어논문지 Vol.7 No.11

E-commerce industry like Open Market and Social Commerce has been growing rapidly around the world. E-Commerce makes people be able to purchase goods or use service in resonable price by promoting competition within sellers, and its range is increasing into many areas. The market also changed in order that more and more people use mobile application than PC device for their online shopping with highly-advanced payment technology. Social Commerce company like 'Coupang', 'Ticket Monster' and 'We Make Price' designed their service more fit to the mobile device. However, as the Open Market company like '11 Street', 'Auction' and 'G-market' has grown based on PC device, their change to mobile device occurred at a slow pace. The difference between two market led to the gap of usability of mobile application. To improve the usability, usability evaluation of E-commerce application should take precedence. Therefore, this paper intends to set up the evaluation factors of E-commerce application. 오픈마켓과 소셜커머스 등의 E-Commerce 산업이 전 세계적으로 빠르게 성장하고 있다. E-Commerce는 판매자 간의 경쟁을 촉진함으로써 다양한 상품 및 서비스를 저렴하게 구매할 수 있도록 해주기 때문에, 제품 구매는 물론 점점 많은 영역으로 그 범위가 확대되고 있다. E-Commerce 서비스에서 PC와 모바일 애플리케이션의 사용 비중에 따라 시장이 변화해왔는데, 닐슨코리아의 전자상거래 분기 보고서에 따르면 수년 전부터 이미 E-Commerce 서비스의 시간 점유율이 PC 대비 모바일이 절반을 넘어섰다. 모바일 결제 기술 등이 점점 발전하면서 모바일 애플리케이션을 통한 쇼핑이 편해졌기 때문이다. 이에 따라 E-Commerce 시장에 늦게 뛰어든 쿠팡, 티몬, 위메프 등의 소셜커머스 기업들은 자신들의 서비스를 모바일 기기에 적합하도록 설계를 해왔다. 반면, 11번가, 옥션, 지마켓 등의 오픈마켓 기업들은 기존에 PC를 기반으로 성장해왔기 때문에 모바일 대응이 다소 느린 편이었고, 이는 모바일 애플리케이션 사용성의 격차로 드러났다. 추후 사용성의 개선을 위해서는 E-Commerce 애플리케이션에 적합한 사용성 평가가 우선되어야 한다. 따라서 본 논문에서는 E-Commerce 애플리케이션의 사용성 평가 요인과 항목을 정립할 것이다. 차후에 E-Commerce 애플리케이션 사용성 평가를 통해 사용성을 개선하는 데에 기여하고자 한다.

A Research on Mobile E-Commerce Service Quality on Customer Satisfaction and Repurchase Intention Influence

Fan Zhang 한국유통과학회 2017 한국유통과학회 학술대회 논문집 Vol.2017 No.-

The rapid development of Internet makes electronic commerce become a new favorite business mode, and the popularity of mobile network and mobile innovation leads to a new round of business innovation, i.e., mobile e-commerce. With the largest mobile Internet users in the world, China has a potentially large customer base in mobile e-commerce. Mobile e-commerce has preliminarily developed. TO investigate Mobile e-commerce service quality factors influencing on customer satisfaction and repurchase intention, this study used SERVQUAL theory and ECM model as a theoretical foundation. Based on SERVQUAL theory and ECM model, six critical variables were examined. This study collected data by a survey method for an empirical. A total of 340 replies were used for data analysis. While 340 replies were collected from Chinese users of Mobile e-commerce. The collected data were analyzed by SPSS technique. As results of SPSS analysis all Of the 7 hypotheses, 4 hypotheses are adopted and 3 are deleted. First, it was proved that most mobile commerce quality has a significant influence on customer satisfaction. Second, it was proved that there is a certain moderating effect of mobile familiarity on the influential relationship between mobile commerce quality and customer satisfaction.

모바일 e-커머스 앱의 시각 인터페이스 디자인에 관한 연구 - 타오바오, 징둥닷컴, 티몰의 실증분석 중심으로 -

윤여경 ( Yoon Yeo-kyung ),최보아 ( Choi Bo-ah ),김성훈 ( Kim Sung-hoon ) 커뮤니케이션디자인학회(구 시각디자인학회) 2017 커뮤니케이션 디자인학연구 Vol.61 No.-

오늘날 급속하게 성장하고 있는 모바일은 현대인들의 삶 곳곳에 스마트폰의 형태로 보급되어 일상생활의 중요한 부분으로 자리매김하고 있다. 특히 모바일을 통한 산업은 꾸준히 발전하고 있으며 이러한 성장세는 모바일 디자인의 발전에도 큰 영향을 가져다주고 있다. 이에 앞으로의 모바일 디자인은 현 시대를 살아가고 있는 사용자들의 수요를 고려하여 체계적이고 효과적인 디자인 트렌드를 추구해야한다. 더 나아가 실시간으로 제공되는 많은 디지털 정보들을 이용자들에게 쉽고 빠르게 전달하기 위해서는 사용자 편의를 고려하는 체계적인 디자인 연구가 필요하다. 특히 본 연구는 스마트폰 환경에서 사용자 편의성을 고려하여 다양하게 제작되어진 현 중국 e커머스 웹 사이트의 한계점에 주목하였다. 중국의 e커머스 웹 사이트는 사용자 편의성에 입각하여 제작되었지만 각각의 스마트폰은 화면의 크기와 개발환경이 다르기 때문에 많은 제약을 받으며 사용자 인터페이스 디자인이 다를 수밖에 없어 일관성이 부족하다는 한계점을 가진다. 따라서 본 연구는 중국e커머스 애플리케이션 시각 인터페이스 디자인을 이해하기 위해 관련서적과 선행연구 분석을 바탕으로 한 이론적 고찰을 통해 시각 인터페이스 요소분석을 진행하였다. 중국 e커머스 모바일 애플리케이션 분석대상은 2017년 01월부터 4월까지 구글플레이(Google Play)와 애플 앱 스토어(App Store)에서 사용자 다운로드 수, 리뷰, 별점, 특징을 참고하여 선별된 타오바오, 징둥닷컴, 티몰 총 3개의 e커머스 모바일 애플리케이션이다. 이를 시각 인터페이스 디자인의 구성요소인 레이아웃, 컬러, 타이포그래피, 그래픽 측면에서 분석하고 사용자들을 대상으로 설문조사를 실시하여 사용성 평가에 대한 검증을 도출하였다. 결론적으로는 앞선 연구를 토대로 중국 e커머스 애플리케이션 시각 인터페이스 디자인에 대한 사용자 중심의 디자인 가이드 라인을 제시하는 것을 목표로 삼았다. 이 연구는 정보가 넘쳐나는 과잉정보시대에서 사용자가 원하는 정보를 쉽고 보다 정확하게 인식할 수 있도록 하는 데에 사용자 중심의 시각 인테페이스 디자인이 공헌하여 e커머스 모바일 애플리케이션의 편의성과 만족도를 극대화 하는 방향에 기여함을 목적으로 한다. The mobile that is rapidly growing today is settling down as an important part of daily life by being supplied everywhere of modern people in the form of smart-phone. Especially, industry through mobile is gradually developing, and this growth has brought big influence to development of mobile design. Coming mobile design should pursue systematic and effective design trend by considering demand of users who live today. Furthermore, systematic design research considering user's convenience is needed in order to easily and quickly deliver the digital information that is provided in real-time. Especially, this research focuses on the limit of current China e-commerce website that is diversely produced by considering user's convenience in smartphone environment. Although China e-commerce website is made based on user's convenience, each smart-phone gets many restriction due to different screen-size and development environment. Also, since user interface design has to be different, it has the limitation that lacks consistency. Thus, this research proceeded visual interface element analysis through theoritical consideration based on related book and advanced research analysis in order to understand China e-commerce application visual interface design. China e-commerce Mobile application analysis target are three e-commerce Mobile applications: Taobao, JD.com, and T-mall, that are sorted by referring the use of user’s usability preferences, review, rating, downloads, and characteristic in Apple App Store and Google Play, from January to April 2017. It deducted verification about usability assessment by analyzing in terms of layout, color, typography, and graphics that are componets of visual interface design and conducting a survey for users. In conclusion, it targets to present an user oriented design guideline about China e-commerce application visual interface design based on previous research. This research aims to contribute on direction maximizing convenience and satisfaction level of e-commerce Mobile app by being contributed by user oriented visual interface design for users to recognize wished information more easily and quickly in the excess information age.

모바일, PC온라인 매체 방문 행동이 쇼핑 사이트 방문에 미치는 영향에 대한 동태적 연구

이동일(Dong Il Lee),김현교(Hyun Gyo Kim) 한국경영과학회 2014 韓國經營科學會誌 Vol.39 No.4

In the e-commerce, the conversion into the multi-media is the important issue. According to the research by Nielsen Korea, the 83% of customers who purchase the products in the e-commerce utilize multi-channel to buy the products such as mobile and online [3]. Thus, to effectively implement online advertising, marketers should understand the customers’ path [15] in the multi-channel. The study of the multi-site activities plays an important role to predict customers’ purchase [28]. To explain the e-commerce site visit activities of customers, we have developed research model in terms of the online advertising. This research model is based on the study of Moe and Fader [23]. There are two types of composition in the research model. First, general site visit as an exploratory search have net effect on the shopping site visit because customers could acquire or develop information on the e-commerce site via online advertising. Secondly, the e-commerce site visit as a goal-directed search cause threshold of the e-commerce site visit because customers could achieve their goal. When the threshold is increased, the probability of a shopping site visit is decreased and vice versa. Thus, we have investigated the impact of customers’ previous visit activities (general site visit and shopping site visit) on the next e-commerce site visit in terms of dynamic view. Research data was provided by Cheil World Wide. This panel data include mobile and online log data of panelists from Jan. 2013 to March 2013. As the results, the customers’ e-commerce site visit on the online media would decrease the probability of e-commerce site visit because these visit activities increase the threshold of e-commerce site visit. This result is similar with the previous study [23]. Otherwise, since e-commerce site visit on the mobile media decrease the threshold, the customers’ probability of e-commerce site visit would increase In summary, the site visit activities on the mobile could improve the probability of e-commerce site visits.

이동 에이전트 기반 전자상거래 시스템에서의 안전한 이동 에이전트 전송 프로토콜

한승완(Seung Wan Han),임형석(Hyeong Seok Lim) 한국정보처리학회 2000 정보처리학회논문지 Vol.7 No.5

Mobile agents based e-commerce system has many advantages than traditional e-commerce system because mobile agents can efficiently perform the core functions of e-commerce-information gathering on goods, price settlement and payment, delivery of the goods purchased, and so on. However, due to the security vulnerability that stems from mobile agent''s mobility, mobile agents based e-commerce system has additional security problems. Therefore, in order to do e-commerce securely in the system, first of all the security issues on mobile agents must be addressed. In this paper, we propose a mobile agent transfer protocol that provides confidentiality and integrity of mobile agent in transit and mutual authentication for communicating hosts. We further show the security of the protocol against many possible attacks. Also, we suggest the location management mechanism of mobile agents based on the trust center. This mechanism is capable of finding their locations transparently and detecting mobile agent clones.

Effect of e-Commerce History on Consumer Perception: A comparative study of United States of America versus Vietnam

Pham Nguyen Bich Tram,이철,김지열 한국경영정보학회 2022 Asia Pacific Journal of Information Systems Vol.32 No.2

Currently, Mobile-commerce is active around the world, and consumers’ online activities have changed significantly from pc-base to mobile-base. Unlike IT advanced countries such as the United States, which experienced PC-based online commerce (hereafter, PC-commerce) before Mobile-commerce, developing countries such as Vietnam have a relatively short history of PC-commerce. Consumers’ experience with PC-commerce may affect their acceptance and use of Mobile-commerce. In this study, we tried to see if different online commerce histories differently affect consumers’ online purchasing behavior. We selected the United States and Vietnam, with longer PC-commerce experience and shorter one, respectively. Data were collected for the following four groups: 1) the U.S. PC-commerce (n=256), 2) the U.S. Mobile-commerce (n=283), 3) the Vietnamese PC-commerce (n=159), and 4) the Vietnamese Mobile-commerce (n=225). As results, it was first confirmed that different e-commerce histories in developed and developing countries make the online shopping process different. Second, navigability has a huge impact on consumers’ decision support satisfaction in Vietnam where PC-commerce history is shorter. Third, we identified that pre-purchase phase is more related with decision support satisfaction and that purchase phase is more related with task support satisfaction.

음악산업의 디지털화가 e-Commerce 음악시장에 미치는 영향

전병준,최동길 중앙대학교 한국전자무역연구소 2010 전자무역연구 Vol.8 No.2

This study analyses recent development of music industry in e-Commerce market. As digital music sales overtake sales of music in physical format, our concern is to examine the effects of shifting paradigm from traditional music markets into electronic music markets on the cyber net. This paper investigates various aspects of change in music industry caused by introducing e-music markets as well as the restructuring value chains of the music industry. As a result of the investigation traditional physical market of the recorded music industry has been disintegrated after the rise of e-Commerce market in downloading and streaming music. Furthermore, new digital music market would be converged in the mobile e-Commerce market in the near future. The purpose of this paper is to contribute to the development of e-Commerce music market by exploring the shift in music industry.

미국 전자상거래 시장의 현황

김광현,정현영 한국지식정보기술학회 2020 한국지식정보기술학회 논문지 Vol.15 No.3

This paper outlines the US e-commerce market, which has grown rapidly among them, as the size of e-commerce market is growing greatly due to the development of information and communication technology today. The United States has quickly established itself in the e-commerce market with the rapid dissemination of the Internet and electronic devices and the development of technology. In addition, the U.S. e-commerce market has the greatest advantage of having the largest number of online consumers in the world. This is because not only the population in the U.S. but also the influx of consumers who purchase from abroad is high. For these consumers, U.S. e-commerce companies are making efforts to build a more innovative delivery service to create an environment for faster delivery to consumers, and build mobile platforms as more consumers shop on mobile devices. Companies also want to provide consumers with more convenient services through omni-channels that can increase both online and offline accessibility. Amazon, a leading U.S. e-commerce company, is also expanding its reach beyond online to offline markets through Omni Channel, and Wal-Mart is also preparing for greater growth by establishing an e-commerce system to compete with Amazon. While more small and medium-sized enterprises are growing along with leading U.S. e-commerce companies, the U.S. should prepare strategies to cope with the growth of the Chinese e-commerce market as the Chinese e-commerce market has recently shown rapid growth.

중국 모바일결제기업의 역외시장 진출요인에 관한 연구 - 홍콩시장을 중심으로 -

김경환,이중희 한국외국어대학교 국제지역연구센터 2018 국제지역연구 Vol.22 No.2

This study analyze push factors and pull factors for Chinese mobile payment companies entering cross border markets and to check their implications for cross border payment markets. The results of the study are as follows: First, the push factors that Chinese mobile payment companies are entering cross border market are intensified domestic competition, increased overseas ​travelers, the ​support​ing policy of the Chinese government.​ China's mobile payment market is slowing down but China has about 260 mobile payment companies. Also, the number of foreign tourists is increasing every year. And the Chinese government is encouraging mobile payment companies to enter the cross border market to expand cross border e-commerce and RMB Internationalization. Second, the pull factor that Chinese mobile payment companies enter cross border markets is the vast number of Chinese tourists and consumer spending, the Hong Kong government's policy ​easing, and the potential for e-commerce​. The biggest consumers who travel ​and consume in HongKong​ are Chinese travelers. They are used to mobile payments. In addition, Hong Kong government opened the mobile payment market to foreign companies including China in 2016. And Hong Kong and Chinese e-commerce companies are working with Chinese mobile payment companies to target their respective regions. Third, the local version mobile payment system has entered the cross border market for the purpose of entering, expanding the consumer market, expanding the financial market. E-commerce in both regions is already expanding and the local version mobile payment system supports discount coupons, promotions and marketing. Although it is not yet sufficient to enter the local financial market, Ali PayHK is expected to jointly operate the company with Hong Kong's largest company, Cheongkong Group, and expanding the financial market of small loans, finance and insurance. 본 연구는 알리페이와 위챗페이로 대표되는 중국 모바일결제기업의 역외시장에 진출하는 push(추진동기)요인과 pull(유인동기)요인을 분석하여 역외 결제시장 진출 외에 다른 목적을 확인하고자 하였다. 첫째, 중국 모바일결제기업이 역외시장에 진출하는 국내 push요인은 국내 경쟁심화, 해외여행객 증가, 중국정부의 정책적 지원이다. 중국 모바일결제시장의 성장세가 둔화되고 있으나 중국에는 260여 개의 모바일결제 기업이 있다. 또한 매년 해외여행객이 증가하고 있으며 중국정부는 역외 전자상거래 확대와 위안화 국제화를 위해 모바일결제기업의 역외시장 진출을 장려하고 있다. 둘째, 중국 모바일결제기업이 역외시장에 진출하는 현지 pull요인은 방대한 중국여행객 수와 소비지출, 홍콩정부의 정책적 완화, 전자상거래의 잠재력이다. 홍콩을 여행하고 소비하는 최대 소비자는 중국여행객이다. 이들은 모바일결제에 익숙하다. 그리고 홍콩정부는 2016년 모바일결제시장을 규범화하고 중국 등 역외 기업에도 개방하였다. 또한 홍콩과 중국 전자상거래 기업 및 플랫폼은 각 지역을 공략하기 위해 중국 모바일결제기업과 협력하고 있다. 셋째, 현지판 모바일결제시스템이 역외시장에 진출한 원인은 현지 결제시장 뿐만 아니라 소비시장, 금융시장으로의 확대를 위해서다. 이미 두 지역의 전자상거래가 점차 확대되고 있으며 현지판 모바일결제시스템은 할인권, 홍보, 마케팅 등을 지원하고 있다. 아직 현지 금융시장에 진출은 미진하나 알리페이는 홍콩 최대 기업인 청쿵그룹 등과 알리페이HK를 공동 운영함으로써 향후 소액대출, 재테크, 보험 등의 금융시장에도 진출 할 것으로 전망된다.

M-Commerce 서비스의 경제성과 퍼스낼리티가 고객로열티에 미치는 영향

주혜영(Hyeyoung Joo),유병부(Byoungboo You) 중앙대학교 한국전자무역연구소 2022 전자무역연구 Vol.20 No.4

연구목적: 본 연구는 모바일 전자상거래를 이용하는 베트남과 중국의 소비자를 대상으로 경제성과 퍼스낼리티가 고객만족과 고객로열티에 어떠한 영향을 미치는지를 규명하는 것을 연구의 목적으로 한다. 이를 통해 사회정체성이론을 모바일 상거래 영역으로 확장하고 실무적으로도 유용한 시사점을 도출하고자 하였다. 이를 위해 베트남과 중국 현지에서 수집된 설문자료가 활용되었다. 논문구성/논리: 제1장 서론에서는 연구의 목적과 배경을 기술하였다. 제2장에서는 선행연구를 중심으로 한 문헌적 고찰이 이루어졌다. 먼저, 모바일 전자상거래 서비스의 경제성과 퍼스낼리티를 중심으로 하는 선행연구 분석이 이루어졌고 이를 통해 연구가설을 도출하였다. 제3장은 연구의 설계로서 연구모형의 설정과 측정방법에 대해 설명하였다. 제4장은 구조방정식 모델을 통한 연구가설의 검정이 이루어졌다. 제5장 결론에서는 실증분석 결과를 요약하였으며 이에 기초하여 본 연구가 가지는 시사점과 전체적인 연구의 의의를 설명하였다. 결과: 모바일 전자상거래를 이용하는 소비자들은 모바일 전자상거래가 경제적일 때, 그리고 자신만의 개성을 표현할 수 있을 때 높은 수준의 만족도를 보이는 것으로 나타났다. 또한 이러한 고객만족은 고객로열티가 형성되는데 있어 핵심적인 위치를 차지하는 것으로 나타났다. 실무적 관점에서 베트남과 중국의 자료를 각각 분석한 결과, 베트남의 경우는 고객만족을 형성하는데 있어 경제성 부분이 보다 더 크게 나타난 반면, 중국의 경우는 퍼스낼리티가 훨씬 크게 나타나 양 국가의 차이를 보여주었다. 다만, 보다 엄격한 경로계수 차이 검정 결과 중국의 경우만 경로계수 간 차이가 있는 것으로 밝혀졌다. 독창성/가치: 본 연구는 최근 비약적인 발전을 거듭하고 있는 모바일 전자상거래 환경에서 베트남 소비자와 중국의 소비자를 대상으로 자료를 수집하고 분석함으로써 사회정체성이론을 검증하고 실무적 시사점을 도출하고 있다는 점에서 그 독창성이 인정된다고 할 수 있다. Purpose: The purpose of this study is to investigate how cost efficiency and personality affect consumer satisfaction and loyalty among Vietnamese and Chinese consumers who use mobile e-commerce. Correspondingly, social identity theory was extended to the field of mobile e-commerce and it was attempted to derive useful practical implications. Composition/Logic: Chapter 1, Introduction describes the necessity and purpose of the study. In Chapter 2, a literature review was conducted focusing on previous studies. First, a prior research analysis was conducted focusing on the cost efficiency and personality of the mobile e-commerce service, and then research hypotheses were derived. Chapter 3 describes the research model setup and measurement method as a study design. Chapter 4 tested the research hypotheses through the structural equation model. Chapter 5 summarizes the results of the empirical analysis and the implications of this study and the significance of the overall study were explained based on them. Findings: It was found that consumers using mobile e-commerce show a high level of satisfaction when they were able to express their personality as well as cost efficiency by mobile e-commerce. In addition, it was found that such consumer satisfaction occupies a key position in forming consumer loyalty. As a result of analyzing data from Vietnam and China from a practical point of view, Vietnam showed a greater cost efficiency in forming consumer satisfaction, whereas in China, personality was much larger, showing the difference between the two countries. However, as a result of examining the difference in path coefficients more strictly, this was only the case for China. Originality/Value: This study collected and analyzed data from Vietnamese and Chinese consumers in the mobile e-commerce environment, which is rapidly developing in recent years. The originality of this study is acknowledged in that it not only verifies social identity theory but also draws practical implications which are useful for practitioners.