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The Role of Economic Value in the Impact Path of Individual Value on Customer Satisfaction in Southeast Asian Customers Using Mobile Shopping - Focused on Vietnam Customers-
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모바일 쇼핑을 이용하는 동남아 소비자의 개성적 가치가 소비자 만족에 미치는 영향경로에서 경제적 가치의 역할 - 베트남 소비자를 중심으로 -

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Type
Academic journal
Author
Hye Young Joo (중앙대학교) Jae Sung Choi (중앙대학교) Dong Jun Lee (중앙대학교)
Journal
Global e-Business Association The e-Business Studies Vol.21 No.5 KCI Accredited Journals
Published
2020.10
Pages
195 - 214 (20page)
DOI
10.20462/TeBS.2020.10.21.5.195

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The Role of Economic Value in the Impact Path of Individual Value on Customer Satisfaction in Southeast Asian Customers Using Mobile Shopping - Focused on Vietnam Customers-
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Abstract· Keywords

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Purpose: The aim of this study is to provide implications to Korean firms seeking to enter the local market by analyzing what value is putting to mobile shopping in Southeast Asian consumers. Methods: A structural equation model was applied for analyzing 306 data collected from Vietnamese consumers. Results: The individual value of consumers who use mobile shopping had a very strong positive influence on customer satisfaction. In addition, it revealed that traditional economic values played a negative (-) role in the influence path of individual values on consumer satisfaction. Conclusion: Online shopping mall operators who want to enter Southeast Asia, centered on Vietnam, should keep in mind the following facts that consumers in the country are enjoying expressing their individuality through mobile shopping, and that this characteristic contradicts the economic value that has been emphasized in the prior studies.
#Mobile Shopping #Individual Value #Economic Value #Customer Satisfaction #Southeast Asia #모바일 쇼핑 #개성적 가치 #경제적 가치 #소비자 만족 #동남아시아

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구의 설계
Ⅳ. 실증분석 결과
Ⅴ. 결론
참고문헌
국문초록

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