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The Impact of Brand Awareness, Perceived Switching Cost, User Loyalty on Purchase Intention : Moderator as a Purchase Experience
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모바일 앱 마켓에서 브랜드 인지도, 지각된 전환비용, 이용자 충성도가 모바일 앱 구매의도에 미치는 영향 : 구매 경험 조절 효과

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Type
Academic journal
Author
Yoojung Kim (호서대학교)
Journal
Korea Internet Electrornic Commerce Association The Journal of Internet Electronic Commerce Resarch Vol.15 No.1 KCI Accredited Journals
Published
2015.2
Pages
75 - 94 (20page)

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The Impact of Brand Awareness, Perceived Switching Cost, User Loyalty on Purchase Intention : Moderator as a Purchase Experience
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Mobile application market size has increased 2.3 times in 2013 over the previous year, sales of mobile application has continuously increased in Korea. In particular, google play and appstore(Apple) with high brand awareness have large market share and their market share grows gradually in Korea. This study aimed at identifying the structural relationships among brand awareness, switching cost, user loyalty and purchase intention in mobile application market, and examining the moderating effect of purchase experience of mobile application on the relationships among those constructs. Valid data from survey was used to test research hypothesis. Results show that brand awareness is the key determinant of switching cost and user loyalty whereas it is not associated with purchase intention. Switching cost is proven to play a critical role in enhancing user loyalty and purchase intention, and user loyalty is proven to contribute to enhance purchase intention. In addition, the results indicate that the relationships among brand awareness and switching cost, purchase intention was moderated by purchase experience, and purchase experience moderates the relationship between switching cost and purchase intention. Theoretical and practical implications are discussed.
#Mobile Application Market #Brand Awareness #Perceived Switching Cost #User Loyalty #Purchase Intention

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구가설
Ⅲ. 연구방법
Ⅳ 연구결과
Ⅴ. 토론 및 결론
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