Examining the Functions of Attributes of Mobile Applications to Build Brand Community

( Kyong Hwa Yi ),( Mullykar Ruddock ),( Hj Maria Kim ) 한국패션비즈니스학회 2015 패션 비즈니스 Vol.19 No.6

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as “brand” fashion apps, and the remaining 60 were categorized as “non-brand” fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer’s engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers’ perceptions of brands preference and advocacy, and their likelihood to be loyal.

모바일 쇼핑 앱의 고객 충성도에 영향을 미치는 요인에 관한 연구: 중국의 징동을 중심으로

장총소,신윤식 한국무역연구원 2023 무역연구 Vol.19 No.6

Purpose – This study focused on exploring factors that affect the customer loyalty of mobile shopping apps by targeting Jingdong, one of China’s comprehensive mobile shopping companies Design/Methodology/Approach – In this study, a model was established to explore the customer loyalty of mobile shopping apps based on previous studies on factors affecting the customer loyalty of mobile shopping apps. This paper conducted an empirical analysis on factors influencing the customer loyalty of mobile shopping apps using customer satisfaction as a parameter. Findings – Factors such as interaction, safety, app design, and the customer satisfaction of mobile shopping apps were found to be important factors affecting customer loyalty. All four factors of interaction, safety, app design, and the customer satisfaction of mobile shopping apps have a significant impact on customer loyalty. Research Implications – In this study, several practical implications were raised to increase the customer loyalty of mobile shopping apps based on the derived analysis results. First, different mobile shopping apps should be designed for each cell phone model. Second, customer loyalty should be cultivated sequentially by improving service quality. Third, the service system of online shopping should be completed by strengthening the auxiliary facilities of mobile shopping apps. Fourth, it is necessary to reduce user detection risk by strengthening the interaction of mobile shopping apps.

Influence of APP Quality on the Success of Mobile Health App in China : Evaluating Moderation Effects of Familiarity

Jun-Wei Cao,Gui-Hua Zhang,Dae-Wan Kim 한국디지털융합학회 2021 IJICTDC Vol.6 No.2

The service quality of mobile health apps is a crucial factor affecting users’ satisfaction. For analyzing the influence of service quality of mobile health apps on users’ satisfaction in China, a hypothetical model with three dimensions and eight variables was established. Then this hypothetical model was combined with the model of mobile health service quality and hypotheses were proposed based on the actual situations according to the updated D&M information system success (UMDISS) theory. Questionnaires were issued to collect data and the SEM-PLS method was used to valid the hypothetical model and hypotheses. The reliability and security of the system quality of mobile health apps positively impacted the users’ satisfaction. The cooperation and personalization of service quality had a significant impact on the users’ willingness to use mobile health apps. Through multi-group analyses, it was found that the relationship between mobile health app system quality, users’ satisfaction, and the use of mobile health apps differed under different familiarities with mobile health apps. This study is expected to provide theoretical guidance for the marketing of mobile health apps.

THE EFFECTS OF THE MOBILE SNS EXPERIENCE ON VALUE CO-CREATION BEHAVIOURS AND CUSTOMER LIFETIME VALUE

Nam Hee Jin,Kyong Ryul Koo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study aims to examine how the mobile social network service experience affects value co-creation and customer lifetime value. The mobile social network service experience includes mobile convenience, social compatibility, social risk, and cognitive effort. The research hypotheses with structural equation modeling are tested. In mobile SNS context, value co-creation behaviors essentially determine customer lifetime value of mobile shopping apps. Value co-creation behaviors have received little attention in mobile shopping. The mobile SNS experience strongly influences value co-creation behaviors. This study is based on a sample of mobile SNS users nationwide in Korea. Therefore, the generalizability of the findings has to be tested. Furthermore, the study examines customer lifetime value, which is good sales predictor of mobile shopping apps. Moreover, the research model included the positive and negative determinants on mobile SNS experience. Future researches examine other use intentions of mobile SNS. Value co-creation behaviors substantially affect customer lifetime value. Mobile shopping apps should increase customer lifetime value from mobile SNS experience and value co-creation. This study shows how individual mobile SNS user provides mobile shopping apps with profit through value co-creation. This study is the first to examine how mobile SNS users enhance value co-creation and how value cocreation behaviors affect customer lifetime value of mobile SNS users.

모바일 패션 쇼핑앱에 대한 선택요인에 관한 연구

정나은,이형석 한국컴퓨터정보학회 2022 韓國컴퓨터情報學會論文誌 Vol.27 No.2

In this study, we proposed a hierarchical model of a mobile fashion shopping apps to find out factors that consumers consider when choosing a mobile fashion shopping apps, and also derived priorities by calculating the weights of the selection factors. To estimate the priorities of selection factors, we analyzed survey data collected from consumers who are currently using a mobile fashion shopping apps. As a result of this study, the first-step selection factors of the mobile fashion shopping apps consisted of economics, informativity, convenience, reliability, and additional service, and economics factor revealed to be the most important. Additionally, in the result of synthesizing the weights of the first-step and second-step selection factors, the coupons and discount event factor was found to be the most important. In the fierce competition of various mobile fashion shopping apps, the findings of this study not only proposed the evaluation model of mobile fashion shopping apps using the AHP technique but provided the priority of consumers’ selection factors for mobile fashion shopping apps. 본 연구에서는 모바일 패션 쇼핑 앱을 선택할 때 고려하는 요인들을 AHP를 활용하여 계층적으로 분류하고 가중치를 계산함으로써 선택요인들의 우선순위를 도출하였다. 현재 모바일 패션 쇼핑앱을 사용하고 있는 소비자들을 대상으로 설문자료를 수집하여 분석하였다. 본 연구 결과, 모바일패션 쇼핑 앱의 1단계 선택요인들은 경제성, 정보성, 편의성, 신뢰성, 부가서비스로 구성되었고, 이들 중에서 경제성이 가장 중요한 요인으로 나타났다. 또한 1단계 요인과 2단계 요인의 가중치를 종합화한 결과, 쿠폰 및 할인이벤트가 가장 중요한 요인으로 나타났다. 여러 모바일 패션 쇼핑 앱들이 경쟁하고 있는 상황에서 본 연구는 모바일 패션 쇼핑 앱의 평가를 위한 모형을 제안하고, 소비자들이 어떤 앱을 선택할 지에 관한 요인들에 대한 우선순위를 제시하였다는데 의의가 있다.

커피브랜드 앱의 개인화서비스에 대한 지각된 위험, 지각된 유용성, 지각된 용이성이 신뢰와 이용의도에 미치는 영향 -프라이버시 계산이론과 기술수용모델을 적용-

강지원,남궁영 한국관광학회 2017 관광학연구 Vol.41 No.4

This paper examined the responses of consumers toward personalization of branded mobile apps in the context of the coffee industry based on privacy-calculus theory and a technology acceptance model (TAM). Specifically, the current research identified the effects of a consumer’s perceived risk, perceived usefulness, and perceived ease of use for personalized branded mobile apps on trust and continuance intention to use apps. Also this paper performed Importance-Performance Analysis (IPA). A total of 431 questionnaires were collected from participants who had used coffee brand mobile apps and these samples were analyzed. The findings were as follows: First, while consumer’s perceived usefulness and perceived ease of use positively influenced trust in mobile apps, the perceived risk negatively influenced trust in mobile apps. Second, trust in mobile apps positively affected the continuance intention to use apps. These findings offer several implications for developing strategies for the further personalization of branded mobile apps. 모바일 마케팅의 중요성이 갈수록 커지고 있는 시점에서 본 연구는 외식산업에서의 브랜드앱의 개인화서비스에 대한 고객들의 반응 및 고객행동을 프라이버시 계산이론과 기술수용이론을 바탕으로 하여 살펴보고자 하였다. 이에 구조방정식 모형검증을 통하여 브랜드앱의 개인화서비스에 대한 고객들의 지각된 위험, 지각된 유용성 및 지각된 용이성이 브랜드앱에 대한 신뢰와 이용의도에 미치는 영향을 검증하였으며, 이와 함께, IPA분석을 통하여 개인화서비스에 대한 중요도-실행도 분석(IPA)을 실시하였다. 브랜드앱의 이용경험이 있는 431명의 고객을 대상으로 분석한 결과는 다음과 같이 나타났다. 첫째, IPA 분석결과 여러 가지 개인화와 관련된 기능들 중 ‘모바일앱을 나의 취향에 맞게 꾸밀 수 있는 기능’이 높은 중요도에 비하여 실행도가 낮아 마케팅 노력을 집중해야 할 부분으로 나타났다. 둘째, 지각된 위험은 브랜드앱 신뢰에 부정적인 영향을 미치는 것으로 나타났다. 셋째, 지각된 유용성과 지각된 용이성은 브랜드앱 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 브랜드앱 신뢰는 행도의도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 본 연구에서는 외식기업에서의 브랜드앱을 통한 효과적인 마케팅 전략을 구축하는 데 필요한 이론적 시사점 및 실무적 시사점을 도출하였다.

홈쇼핑 모바일앱 전환 및 만족도 영향 요인 연구

이보미 ( Bomi Lee ),김미숙 ( Mi Sook Kim ) 복식문화학회 2016 服飾文化硏究 Vol.24 No.5

This study aimed to investigate the influence of consumers` innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers` innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers` innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.

모바일 앱 사용에 영향을 미치는 요인에 관한 연구

박상규(Sangkyu Park),이동원(Dongwon Lee) 한국지능정보시스템학회 2016 지능정보연구 Vol.22 No.4

For a long time, mobile phone had a sole function of communication. Recently however, abrupt innovations in technology allowed extension of the sphere in mobile phone activities. Development of technology enabled realization of almost computer-like environment even on a very small device. Such advancement yielded several forms of new high-tech devices such as smartphone and tablet PC, which quickly proliferated. Simultaneously with the diffusion of the mobile devices, mobile applications for those devices also prospered and soon became deeply penetrated in consumers’ daily lives. Numerous mobile applications have been released in app stores yielding trillions of cumulative downloads. However, a big majority of the applications are disregarded from consumers. Even after the applications are purchased, they do not survive long in consumers’ mobile devices and are soon abandoned. Nevertheless, it is imperative for both app developers and app-store operators to understand consumer behaviors and to develop marketing strategies aiming to make sustainable business by first increasing sales of mobile applications and by also designing surviving strategy for applications. Therefore, this research analyzes consumers’ mobile application usage behavior in a frame of substitution/supplementary of application categories and several explanatory variables. Considering that consumers of mobile devices use multiple apps simultaneously, this research adopts multivariate probit models to explain mobile application usage behavior and to derive correlation between categories of applications for observing substitution/supplementary of application use. The research adopts several explanatory variables including sociodemographic data, user experiences of purchased applications that reflect future purchasing behavior of paid applications as well as consumer attitudes toward marketing efforts, variables representing consumer attitudes toward rating of the app and those representing consumer attitudes toward app-store promotion efforts (i.e., top developer badge and editor’s choice badge). Results of this study can be explained in hedonic and utilitarian framework. Consumers who use hedonic applications, such as those of game and entertainment-related, are of young age with low education level. However, consumers who are old and have received higher education level prefer utilitarian application category such as life, information etc. There are disputable arguments over whether the users of SNS are hedonic or utilitarian. In our results, consumers who are younger and those with higher education level prefer using SNS category applications, which is in a middle of utilitarian and hedonic results. Also, applications that are directly related to tangible assets, such as banking, stock and mobile shopping, are only negatively related to experience of purchasing of paid app, meaning that consumers who put weights on tangible assets do not prefer buying paid application. Regarding categories, most correlations among categories are significantly positive. This is because someone who spend more time on mobile devices tends to use more applications. Game and entertainment category shows significant and positive correlation; however, there exists significantly negative correlation between game and information, as well as game and e-commerce categories of applications. Meanwhile, categories of game and SNS as well as game and finance have shown no significant correlations. This result clearly shows that mobile application usage behavior is quite clearly distinguishable – that the purpose of using mobile devices are polarized into utilitarian and hedonic purpose. This research proves several arguments that can only be explained by second-hand real data, not by survey data, and offers behavioral explanations of mobile application usage in consumers’ perspectives. This research also shows substitution/supplementary patterns of consumer ap

모바일앱에서 상품특성과 촉진마케팅의 조절효과에 초점을 둔 상품평과 구전의도 및 재구매의도의 구조적관계 탐색

장형유,노미진 한국마케팅관리학회 2019 마케팅관리연구 Vol.24 No.3

This study investigates the influence of review characteristics and reviewer characteristics on the word-of-mouth intention and repurchase intention of mobile apps. We also examines the relationships among review characteristics, reviewer characteristics, word-of-mouth intention and repurchase intentions according to control variables such as product type. This study also investigates the relationship between word-of-mouth intention and repurchase intention in mobile apps according to the promotional marketing. We designed the research model, and conducted a questionnaire survey on users who have experienced shopping behavior through product reviews of mobile apps. To verify the research model, the hypotheses were verified by the structural equation model. Review characteristics and reviewer characteristics in the mobile apps had a positive effect on the purchase intention of the mobile app and the repurchase intention, and the word-of-mouth intention of the mobile app was positively influenced on the repurchase intention. The results of moderating effect showed that the experiential product had the positive influence of review characteristics on the word-of-mouth intention in mobile apps, and reviewer characteristics on the word-of-mouth intention and repurchase intention in mobile apps. The performance of promotional marketing showed the positive effect of the word-of-mouth intention on repurchase intention in mobile apps. The results of this study can be used as useful information in establishing marketing strategies for product reviews in mobile apps. 본 연구는 상품리뷰 전반에 대한 연구를 수행하기 위하여 상품 리뷰특성과 리뷰어 특성이 재구매 의도에 미치는 영향을 살펴본다. 또한 상품특성이라는 조절변수를 활용하여 리뷰특성과 리뷰어 특성이 모바일 앱 구전의도와 재구매 의도와의 관계가 어떻게 형성되는지를 살펴본다. 모바일 앱의 상품후기를통해 쇼핑행동을 한 경험이 있는 이용자들을 대상으로 설문을 수행하였고, 신뢰성과 타당성을 검증한후에 가설을 검증하였다. 상품에 대한 리뷰특성과 리뷰어 특성이 모바일 앱 구전의도와 재구매 의도에긍정적인 영향을 미쳤고, 모바일 앱 구전의도는 재구매 의도에 긍정적인 영향을 미쳤다. 경험재와 탐색재로 구분된 상품유형에 따른 조절효과를 살펴본 결과, 상품유형이 경험재일수록 리뷰특성이 모바일 앱구전의도에 긍정적인 영향을 미쳤고, 리뷰어 특성이 모바일 앱 구전의도와 재구매의도에 긍정적인 영향을 미쳤다. 또한 촉진적 마케팅 실행 여부에 따른 조절효과를 살펴본 결과, 촉진적 마케팅을 실행할수록 모바일 앱 구전의도가 재구매의도에 긍정적인 영향을 미쳤다. 본 연구의 결과는 모바일 앱에서의 상품리뷰 전반에 대한 마케팅 전략을 수립하거나, 모바일 앱에서의 상품유형 및 촉진적 마케팅 전략을 수립할 때에 유용한 정보로 활용할 수 있을 것이다.

모바일 인터넷 쇼핑몰 이용 소비자의 쇼핑성향과 혁신성, App 특성이 지속적 이용의도에 미치는 영향

주윤황(Yoon-Hwang Ju),조희영(Hee-Young Cho) 피터드러커 소사이어티 2017 창조와 혁신 Vol.10 No.3

본 연구에서는 최근 급성장하고 있는 모바일 인터넷 쇼핑 App 이용 소비자를 대상으로 소비 자의 쇼핑성향과 혁신성, App 특성이 소비가치와 사용자 만족, 지속적 이용의도에 미치는 영향을 분석하여 보다 발전지향적인 모바일 인터넷 쇼핑몰의 전략적 시사점을 제공하고자 한다. 본 연구를 위한 자료 수집은 모바일 인터넷을 사용하는 수도권 대학에 재학 중인 대학생 200명을 대상으로 설문조사를 실시하여 회수한 193개 중 불성실 응답을 제외한 총 175개의 유효 표본을 최종분석에 사용하였다. 본 연구 결과에 따라 다음과 같은 결론과 시사점을 도출할 수 있었다. 첫째, 모바일 인터넷 쇼핑몰 이용 소비자의 쇼핑성향이 소비가치에 유의미한 영향을 미치는 것으로 확인하였다. 이러한 결과는 최근 급성장하고 있는 모바일 쇼핑에 대하여 소비 자들의 관심과 높은 활용도를 나타내는 것을 시사한다. 둘째, 모바일 인터넷 쇼핑몰의 혁신성이 소비자의 소비가치에 유의미한 영향을 미치는 것으로 확인하였으며, 이러한 결과는 모바일 인터넷이라는 최신 기술에 대한 소비자의 관심이 소비생활에도 영향을 주는 것이라고 여겨진다. 셋째, 모바일 인터넷 쇼핑몰의 App 특성이 소비가치에 유의미한 영향을 미치는 것으로 확인하였으며, 이러한 결과는 모바일 인터넷 활용에 따른 경제적인 부분이나 편리함이 소비가치에도 영향을 주는 것이라고 생각된다. 넷째, 모바일 인터넷 쇼핑몰에 대한 소비가치가 사용자 만족 및 지속적 이용의도에 유의 미한 영향을 미치는 것으로 확인하였으며, 이러한 결과는 모바일 인터넷 쇼핑몰 사용자는 모바일 인터넷 쇼핑몰에 대한 만족도가 매우 높다는 것을 알 수 있다. 다섯째, 쇼핑성향 요인 중 쾌락추구 쇼핑성향, 유행추구 쇼핑성향은 통계적으로 유의미한 정(+)적 영향을 보였으며, 앱 특성 요인 중 경제성, 편재성도 통계적으로 유의미한 정(+) 적 영향을 보였다. 마지막으로 소비가치 요인 중 기능적 가치만 사용자 만족에, 소비가치 요인 중 지속적 이용의도에 기능적 가치, 감정적 가치만이 통계적으로 유의미한 정(+)적 영향을 보였고, 이러한 결과로 다른 유통경로에 비하여 모바일을 이용한 쇼핑에 편리함과 더불어 즐거움을 느끼는 것으로 해석할 수 있으며 이에 따라 모바일 인터넷 쇼핑 App의 경우 이러한 부분을 전략적으로 활용하여야 함을 시사하고 있다. This study analyzed the effects of consumers’ shopping orientation, innovation attribute and app features in the booming mobile internet shopping malls on the consumption value, user satisfaction and intention of continuous use with intent to suggest some strategies for the further advancement of mobile internet shopping malls. Each of recruited 200 undergraduate mobile internet users in Seoul and Gyeonggi completed the questionnaire. A valid sample of 175 out of the returned 193 response sheets were analyzed to gather the data, excluding the ones containing insincere responses. The findings highlighted the following conclusions and implications. First, consumers’ shopping orientation had significant effects on their consumption value in mobile internet shopping malls, which suggested the increasing interest in and use of the rapidly growing mobile shopping. Second, mobile internet shopping malls’ innovation had significant effects on consumers’ consumption value, which indicated the effects of consumers’ interest in the latest mobile internet technology on their consumption in everyday life.Third, the app features in mobile internet shopping malls had significant effects on the consumption value, which underlined the effects of economic aspects or convenience of mobile internet use on the consumption value. Fourth, the consumption value of mobile internet shopping malls had significant effects on users’ satisfaction and intention of continuous use, which indicated the high satisfaction with mobile internet shopping malls. Fifth, as the sub-factors of shopping orientation, the orientations toward enjoyment and fashion had statistically significant positive effects. As the sub-factors of app features, economic feasibility and ubiquity had statistically significant positive effects. Finally, as the sub-factors of consumption value, only the functional value had statistically significant positive effects on the user satisfaction, whilst functional and emotional values had statistically significant positive effects on the intention of continuous use. This finding implied consumers found mobile shopping more convenient and enjoyable than other retail channels, which mobile internet shopping apps should take into account in developing strategies.