Determinants of Customer Loyalty in the Context of Online Shopping: A Comparative Analysis of Internet Shopping and Mobile Shopping

온라인 쇼핑 상황에서 고객충성도의 결정요인: 인터넷 쇼핑과 모바일 쇼핑의 비교 분석

  • 고준 (전남대학교 경영학부) ;
  • 최수정 (전남대학교 공짜21플러스 e-서비스사업단) ;
  • 안백성 (홍콩성형미영그룹)
  • Received : 2015.05.26
  • Accepted : 2015.06.22
  • Published : 2015.11.28


This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers' shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.


Internet Shopping;Mobile Shopping;Service Quality;Usefulness;Enjoyment;Customer Loyalty


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