의료/건강 모바일 앱 제공자의 지속성장 요인에 대한 종단적 실증 연구

김치헌(Kim, Chy-Heon),곽현(Kwak, Hyun),이성원(Lee, Seong-Won) 대한경영학회 2012 大韓經營學會誌 Vol.25 No.8

A Mobile App Strategy: An Empirical Study on the Effect of the Mobile Shopping App Usage

최진선,김승현 한국지식경영학회 2019 지식경영연구 Vol.20 No.4

The growth of mobile commerce (m-commerce) has been accelerated around the world. Why do eretailers have to put a great deal of effort for the distribution of their mobile apps? The literature has paid little attention to the influence of the introduction of an e-commerce app on shopping behaviors of consumers. By analyzing the dataset of 2,342 users in Korea, this study aims to broaden our understanding of mobile shopping app usage across competing e-retailers and different channels. We found that a user's prior usage of a specific e-commerce mobile app increases her subsequent usage of its website through a mobile web browser. Thus, mobile apps do not cannibalize the mobile web channel, and there could be a complementary relationship. We also found that a user's usage of competitors’ apps is positively associated with her subsequent usage of a specific e-commerce app. Because many consumers search products and compare prices across multiple e-retailers, having a mobile app helps an e-retailer be exposed to more potential consumers. This study is among the first to study the role of mobile apps in e-commerce by showing the dynamics of cross-channel and cross-vendor usage by a user.

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.

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.

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

시장전문성이 패션 모바일 앱 특성, 만족, 모바일 쇼핑지속의도에 미치는 영향

박수경(Sookyeong Park) 충북대학교 생활과학연구소 2022 생활과학연구논총 Vol.26 No.3

Background/Objective: This study aims to examine the effect of market mavenship on fashion mobile app characteristics, satisfaction, and continued shopping intention. Methods: In this study, data on 234 individuals in their 20s and older were collected through a questionnaire-based survey. The data were analyzed through frequency, factor, reliability, cluster, t-test, ANOVA, Ducan test, and regression analyses using SPSS 27.0 statistical program. Results: First, two factors, including speed and ease of use, for fashion product mobile shopping app were extracted, and consumer satisfaction, including product, app, and overall satisfaction, was thoroughly examined. Second, groups with high market mavenship had higher perception of fashion mobile app characteristics and higher overall satisfaction, including product and app, and mobile shopping persistence than groups with low market mavenship. Third, this study examined how market mavenship influences the speed and ease of using apps and the relationship between market mavenship, app characteristics, satisfaction, and continued shopping intention. App satisfaction had a great influence on the order of market mavenship, speed, and ease of use, which, in turn, influenced mobile shopping persistence. Fourth, there was a difference between demographic variables and app usage in terms of job and app-down status. Additionally, when downloading and using a fashion app, market mavenship, speed, ease of use, satisfaction, product satisfaction, app satisfaction, and continued shopping intention were higher than for those who did not download the app. Conclusion/Implications: These results concluded that fashion mobile app characteristics and market mavenship are useful variables for understanding mobile consumer behavior.

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.

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.

지방자치단체의 모바일 앱 서비스 이용 활성화 방안에 관한 연구

정수희(Su Hee Jung),홍순구(Soon Goo Hong),차윤숙(Yoon Sook Cha),김종원(Jong Weon Kim) 한국산업정보학회 2013 한국산업정보학회논문지 Vol.18 No.2

무선인터넷 기술의 급속한 발전과 스마트폰의 빠른 확산으로 인해 국내ㆍ외 앱스토어를 통해 다양한 모바일 앱이 개발ㆍ배포되고 있다. 이에 따라 중앙정부부처나 지방자치단체에서도 모바일 전자정부를 보다 적극적으로 체험하고 활용할 수 있도록 공공용 모바일 앱(이하 공공앱)을 개발ㆍ제공하고 있으나, 서비스 이용률은 지극히 낮은 편이다. 본 연구는 지방자치단체(이하 지자체)의 공공앱 서비스 관계자를 제공자, 개발자, 사용자로 구분하고, 심화된 인터뷰를 통해 공공앱 서비스의 기획 및 제작, 전반적인 관리, 사용 측면에서 현황 및 문제점을 제시하였다. 또한, 인터뷰 결과를 바탕으로 전자정부 표준프레임워크 적용, 공공앱 서비스의 관리조직 및 체계 정비, 모바일 환경에 맞는 홍보전략, 사용자 맞춤형 정보제공, 공공정보의 개방 및 활용 증대 등의 활성화 방안으로 제시하였다. 본 연구는 학문적으로 관련 연구가 부족한 모바일 전자정부 및 공공앱 분야의 연구에서 후속 연구를 위한 기초자료로 적용될 수 있고, 사용자, 제공자, 개발자 그룹을 대상으로 한 심화된 인터뷰 결과를 바탕으로 질적연구를 수행하였다는 점에서 의의가 있다. 실무적으로 본 논문에서 제시된 공공앱 서비스의 현황자료와 인터뷰 결과는 부산시와 공공앱 개발업체에서 관련 현황분석 및 활성화 방안마련에 활용할 수 있다. 또한, 지자체 및 중앙정부의 모바일 전자정부 서비스와 관련한 정책 결정 및 관련 기관의 전략 수립에 도움을 줄 수 있을 것으로 기대된다. Because of rapid advance of wireless Internet-related technology and fast diffusion of Smart phone, a variety of mobile applications through domestic and foreign app stores have been made and used. Under the recognition of current trend, both central government and local government have developed and provided public mobile app in order to accomplish the mobile e-government. However, public mobile app is not popular in spite of vast investment for its development and service. This study investigated current issues and problems of public mobile app in public service, management, and technology aspects. To do so, this study categorized the interested people of public mobile app into users, providers, and developers, and conducted deep interviews to them. Based on the interview results, the study suggested the following recommendations for the activating tools of public mobile app: providing user-customized information, fruitfulness of public information management, maintenance of management system for public mobile app service, user-friendly promotion appropriate in mobile environment, public mobile app development based on e-government standard framework, etc.. This study may provide the researchers with the successive study guidelines in mobile e-government and public mobile app fields. Also, the study may help the practitioners to make effective decisions on polices and strategies for mobile e-government of local government.