모바일 패션 쇼핑 특성이 관계 품질에 미치는 영향

Abstract

This research analyzed the influence of mobile fashion shopping characteristics on customer loyalty through relationship quality. The data were collected subjects in their 20's-30's who had purchased fashion products using a mobile shopping channel. through an online survey using the self administered questionnaire. Exploratory and confirmative factor analysis were conducted to identify the dimensions of mobile fashion shopping characteristics and customer relationship variables. Mobile fashion shopping characteristics comprised four dimensions including tangibility, ubiquity, security and personalization. Customer relationship variables were identified as four dimensions such as satisfaction, trust commitment and loyalty. A structural equation modeling analysis was employed to examine the relationship between mobile fashion shopping characteristics, relationship quality and customer loyalty. Tangibility, ubiquity and security had a significantly positive impact on satisfaction and trust, but personalization had an influence on only satisfaction. Satisfaction had a significantly positive impact on commitment and loyalty. Trust had an influence on only commitment. In conclusion, relationship quality was found to be the appropriate model to explain the influence of mobile commerce characteristics on consumer' loyalty in mobile fashion shopping.