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An Empirical Study of Behavioral Differences between Online and Mobile Shopping
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온라인과 모바일 쇼핑의 행태 차이에 관한 실증 연구

논문 기본 정보

Type
Academic journal
Author
Gwangjae Jung (정보통신정책연구원)
Journal
Sungshin Women's University Research Institute of Business adminstration Business Management Research Vol.8 No.2
Published
2015.12
Pages
25 - 39 (15page)

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An Empirical Study of Behavioral Differences between Online and Mobile Shopping
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With the explosive growth of smartphone penetration, mobile shopping has also gained its attention. In this research, we try to empirically identify the differences between online and mobile shopping behavior. As an explorative study, we use one-tailed t-test to compare behavioral patterns between online and mobile shopping. We randomly select 3,000 people and collect their online and mobile shopping patterns for 7 days. Our results confirms that mobile shoppers browse less webpages than online shoppers, but spend more time on one webpage. The results are due to the characteristics of mobile devices - more cost per unit data consumption and smaller screen sizes than personal computers.
#모바일 쇼핑 #전자상거래 #Mobile Shopping #Electronic Commerce

Contents

Ⅰ. 서론
Ⅱ. 문헌 연구
Ⅲ. 연구맥락: 모바일 쇼핑에 대한 개요
Ⅳ. 모바일과 PC에서의 쇼핑 행태 비교 분석
Ⅴ. 결론 및 시사점
참고문헌

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UCI(KEPA) : I410-ECN-0101-2016-325-002386979