Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Mobile app Loyalty of Cross-over Shoppers: A Comparison of Korean and Chinese

한·중 크로스오버 쇼퍼들의 모바일 앱 충성도에 대한 탐색적 연구

  • Park, Eunjoo (Dept. of Fashion Design, Dong-A University) ;
  • Jin, Gu (Northwest University of Politics & Law) ;
  • Park, Shinyoung (Dept. of Fashion Design, Dong-A University)
  • 박은주 (동아대학교 패션디자인학과) ;
  • 구진 (서북정법대학교) ;
  • 박신영 (동아대학교 패션디자인학과)
  • Received : 2018.03.05
  • Accepted : 2018.05.30
  • Published : 2018.06.30
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Abstract

Since 2009, consumers could access a new shopping channel called 'mobile shopping' with the generalization of smartphones. Mobile shopping (based on wireless communication technology), emphasizes convenience differentiated from internet shopping. A recent report introduced fashion products as powerful global drivers for mobile shopping sales. Korea and China have the highest percentage of consumer mobile shopping experiences compared to other countries. This study investigates the effects of cross-over shopping orientation, perception of app attributes, and flow on app loyalty that compared Korean and Chinese consumers. We obtained 652 usable questionnaires from two local college students; subsequently, data were analyzed by using factor analysis, Cronbach's alpha, and regression analysis using SPSS 21.0 Package. The study results showed that the cross-over shopping orientation affected perception of app attributes that included Review/Information, Design, Response and Product. Product only affected Flow, which reflected a high similarity between Korean and Chinese consumers. However, Korean and Chinese consumers showed remarkable differences in the factors related to app loyalty. Therefore, the results indicate that retailers of fashion products have developed strategies to improve mobile sales and increase the app loyalty of cross-over shopping orientation consumers.

Keywords

References

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