모바일 쇼핑의 브랜드 경험이 소비자 감정에 따라 지속적 사용의도에 미치는 영향 = The Influence of Brand Experience in Mobile Shopping upon Continued Usage Intention Depending upon Consumer Affect

다국어 초록 (Multilingual Abstract)

This study is to make an attempt to evaluate the effects of how a consumer``s intention to make continuous use of products is to be affected by a consumer``s overall experience depending on the consumer``s emotion in a situation where the influence of smart-phone applications is expected to keep increasing gradually due to the increase in number of smart-phone users. 163 copies of effective questionnaires were used. And the following methodologies such as Cronbach α, Factor analysis, Correlation analysis and structural equation modeling was conducted. In this study, it was attempted to identify what influences would be exerted by the brand experience of those consumers enjoying mobile shopping upon affect, customer satisfaction and continued usage intention, in an effort to secure the competitiveness of mobile shopping malls on a gradual increasing trend. As a result of this study, it has been made possible to obtain the following conclusions and implications: First, brand experience was found out to have an effect of enhancing both calm affect and activated affect. This is a verification that, in a consumer``s dimension, calm affect and activated affect are enhanced after experiencing an attractive and desirable brand, which is in advance of the existing relevant studies that consumers`` brand experience on an attractive, desirable brand will exert a positive influence upon the brand achievements of satisfaction, attachment, etc. Second, it was identified that activated affect formed through brand experience would exert a positive influence upon calm affect, and the calm affect caused by brand experience was found out to exert a greater influence upon customer satisfaction. Therefore, it is suggested that enterprises with their mobile shopping malls in operation should utilize a marketing strategy that would induce consumers`` calm affect and link it to customer satisfaction and continued usage intention. Third, it has been identified that both customer satisfaction and brand experience were exerting a positive influence upon continued usage intention, and through a mediating effect verification, it has been identified that calm affect was mediating between brand experience and customer satisfaction, while customer satisfaction was mediating between calm affect and continued usage intention. This means that, by monitoring consumers with regard to their affect felt by themselves, consumers`` needs must be identified while utilizing a feedback process so that no decline in satisfaction should take place caused by any affect that is being felt by consumers. As for limitations of this study and future study tasks, they are given as below: First, in this study, brand experience abd other study concepts have been measured rather limitedly only through a questionnaire survey, considerations may be taken to obtain an method that would allow a behavioral experience. Second, with the mobile shopping users limited only to those of current college students, it is difficult to generalize a conclusion from the study results. Therefore, it is expected hopefully for more refined results to be obtained by expanding the range of survey subjects to cover diverse age groups in consideration of the classes of consumers who are involved in mobile shopping. Finally, this study has its limitations in inferring a cause-and-effect relationship between variables due to the cross-sectional study design, and there could be the common method variance as caused by the data collection relying only upon self-reporting questionnaire sheets. Therefore, in future studies, such limitations should be overcome by using a more diverse methodology.

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