초록 열기/닫기 버튼
Smartphone mobile shopping environment is different from internet shopping mall environment. In particular, in order to increase the consumer's confidence in building a mobile shopping environment, a mobile-centric system environment that is completely different from the conventional Internet e-commerce usage environment is required. The researches related to the mobile shopping environment, which have been studied so far, are based on factors that affect the usability and usability of the mobile environment, content quality, and systemic mechanisms. Therefore, this study aimed to understand the causal relationship between mobile content quality and institutional environmental improvement factors on user's mobile shopping trust factors in the user-centered environment. We will develop an optimal use environment for institutional improvement factors of mobile system. Furthermore, it is expected to give practical implications for the establishment of business strategy for building the optimized mobile commerce user environment in the future. On the other hand, this study further refined and refined each item of content quality and institutional mechanism characteristics based on the previous results of optimized online shopping mall quality and institutional improvement factors verified through previous studies. In conclusion, due to the lack of institutional mechanisms such as content quality constraints that consumers experience through mobile shopping and security systems that cant be perceived negatively if they are t institutionalized, the Internet shopping mall environment in terms of user environment is ultimately Constraints will appear when trading via mobile. Therefore, this study empirically explores the relationship between quality and institutional improvement factors on user trust in mobile m-commerce environment, which is more limited than e-commerce. Furthermore, it is expected to provide practical information on marketing strategies for improving the commercial environment for social media by extending the theory in the future.
