연구 논문

모바일 쇼핑의 계속이용의도에 영향을 미치는 요인에 관한 연구


A Study on the Factors Affecting Continuous Intention of Mobile Shopping

이문, 김상태, 장궤이화

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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.


Ⅰ. 서론
Ⅱ. 이론적 배경
2.1. 모바일 커머스
2.2. 모바일 쇼핑
2.3. 신뢰와 확신
2.4. 만족과 계속이용의도에 관한 선행 연구
2.5. 선행연구 종합정리
Ⅲ. 연구모형 및 연구방법
3.1. 연구모형의 설정
3.2. 가설 설정
Ⅳ. 연구방법
4.1. 측정항목 개발
4.2. 설문지 구성 및 자료수집 방법
Ⅴ. 실증분석
5.1. 인구통계 분석
5.2. 측정항목의 평가
5.3. 연구모형의 적합성 검증
5.4. 가설검증
Ⅵ. 결론
6.1. 연구의 결과
6.2. 연구의 시사점
6.3. 연구의 한계 및 향후 연구과제


  • 이문 Moon Lee. 영남대학교 경영학 석사
  • 김상태 Sang Tae Kim. 영남대학교 시각디자인학과
  • 장궤이화 Guihua Zhang. 영남대학교 대학원 경영학 박사과정


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