earticle

영어

Expectations of and interest in mobile businesses through which users can engage in personal, business, and commercial activities anytime and anywhere are rising because of the development of the Internet, the spread of e-commerce, and the dissemination of mobile devices such as mobile phones and PDAs. In this study, people with experience in purchasing products from mobile shopping malls are referred to as consumers of mobile shopping. This study analyzed the factors that affect customer satisfaction and continuous use of mobile shopping. The main findings of this study are summarized as follows. First, immediacy and personalization of mobile shopping service significantly influenced consumers’ trust and confidence in mobile shopping. Second, the currency of mobile shopping information has been shown to affect customer trust. Third, the connectivity of mobile shopping has been shown to affect consumers’ trust in mobile shopping. Fourth, trust and confidence in mobile shopping have been shown to be deeply related to mobile shopping satisfaction. This study is meaningful in that it recognized the actual consumer perception of and attitude toward mobile shopping in the wake of the full-fledged revitalization of domestic mobile shopping in Korea.