These days, during development of the Internet, shopping environment has been moved to online, especially, distribution and popularization of mobile devices has not only changed the life styles of consumers but also made shopping environment mobile-ce... These days, during development of the Internet, shopping environment has been moved to online, especially, distribution and popularization of mobile devices has not only changed the life styles of consumers but also made shopping environment mobile-centered. In particular, demands for the internet soar high and, following development of wireless communication technology and of mobile devices and their distribution, the number of mobile users is increased. Consequently, as promptness and handiness of task management are emphasized according to the characteristics of mobiles which are not bound by time and place and various information search and services for online commercials are supported, this brings huge shift to consuming trend. Also, compared to traditional offline markets, mobile shopping markets are rapidly expanding by cheap price, offensive marketing, provision of shopping environment for users’ convenience, and so on. Accompanying this, even in China, one of the world’s largest shopping markets, amazing growth of online and mobile shopping markets can be seen. Appearance of various applications along with growth of mobile markets in China incites not only mobile entrepreneurs and application inventors but also mobile shopping companies to compete with each other. On the aspects of Marketing, with Chinese consumers, this study will deal with the subject about decision factors affecting attitude made toward mobile shopping application, with our understanding of consumers who has already shopped through shopping applications or who may potentially do so. Moreover, it will try to approach inclusively and systematically in order to figure out the decision factors affecting consumers’ attitudes made toward shopping applications in customer’s perspective, not in supplier’s perspective. The study, in marketing, according to the Chinese consumers, in mobile applications by shopping experience for consumers or potential using the possibility as a basis for the understanding and attitude of mobile apps form factors influence the decision. In addition, the center of this study is not to stand in the perspective of the supplier's needs but to explore the factors that influence the formation of consumer attitudes in mobile applications, the overall system to carry out research. Thus, we have verified about effects on shopping values by focusing on formation factors of mobile shopping applications- interaction, design aesthetic, accessibility to sales, creativity and shopping wits. In addition to this, we wanted to verify about how these shopping values affect attitudes toward mobile shopping applications and recommendations; for this research model and hypothesis would be set and empirical analysis would be commenced through questionnaires. In this study, we used WIN SPSS 21.0 program to work on frequency analysis and descriptive statistical analysis in order to measure and present population and descriptive statistics quantity of demographic characteristics. Also, we commenced reliability test on each item; exploratory factor analysis was done to measure reliability and check out predictability and appropriateness and AMOS 21.0 was utilized as analysis means for actual proof about the set hypothesis. By progressing confirmatory factor analysis through the measured model for adaptability verification of each variable, the factors’ extraction and concept feasibility were checked and analysis was done by using structure equation in order to verify the study’s hypothesis. For 1 month on April 2016 (April 1, 2016 ~ April 31, 2016), through the Chinese professional website of the online questionnaire ‘Wen Juan Xing’, targeting local Chinese adult men and women, investigation was posted for 300 people who have experience of shopping through mobile shopping applications and its data was received; except 62 data which was not seriously answered, 219 data was used for final analysis. The results of the verification of this hypothesis can be summarized as follows: First, as the result of the verification, among the formation factors of the mobile shopping applications, it shows that design aesthetic and accessibility to sales of product factors and shopping wits of social factors enhance shopping values. However, it shows that interaction of product factors and creativity of personal factors do not directly affect the shopping values. Second, it shows that the shopping values increase attitudes toward mobile shopping applications. The former also gives positive effects on the latter. Third, it shows that the shopping values increase recommendations. It can be explained as customers’ recognized values about difference between privileges and prices gotten by using a certain mobile shopping applications. Fourth, it shows that attitudes toward mobile shopping applications do not affect recommendations. It shows that the shopping values affect the attitudes but do not increase recommendations; we analyze that, though the attitudes and the recommendations are increased through the shopping values, the recommendations for the mobile shopping applications themselves are not increased. Key words: Shopping Value, Mobile Shopping Application Attitude, Recommend purpose ，韩语毕业论文，韩语论文题目 |
