모바일 쇼핑 앱의 고객 충성도에 영향을 미치는 요인에 관한 연구

Abstract

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.