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A Study on Revitalization of Sales through Difference of Perceptions of Mobile Social Commerce Users
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모바일 소셜커머스 이용자들의 인식차이를 통한 매출 활성화 방안에 대한 연구

논문 기본 정보

Type
Academic journal
Author
Journal
인문사회과학기술융합학회 예술인문사회 융합 멀티미디어 논문지 예술인문사회 융합 멀티미디어 논문지 제9권 제7호
Published
2019.1
Pages
1,005 - 1,016 (12page)

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A Study on Revitalization of Sales through Difference of Perceptions of Mobile Social Commerce Users
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In this study, we propose a mobile social networking system that is continuously increasing in the whole retail market due to the rapid diffusion of smartphones, tablet PCs, advanced wireless internet, The characteristics of the users of the commerce are analyzed. Therefore, we analyze the cognitive difference of mobile social commerce according to the characteristics of users by applying the first step of the strategy derivation approach that utilizes the consumer perception difference and identify the clues for the sales promotion of mobile commerce companies. A total of 365 valid questionnaires were collected to respond to the importance and satisfaction of 10 social commerce users 'characteristics, and respondents' sample t-test and IPA were conducted for each respondent and gender, age and income. As a result of the analysis, it is necessary to maintain and reinforce the enterprise level on the factors such as the price discount rate in the first quadrant, and it is necessary to take aggressive improvement strategy for the reliability and interactivity factors in the second quadrant. The results of this study suggest that different marketing strategies should be established according to the characteristics of users who use mobile social commerce and that mobile commercial companies should set up and operate active improvement strategies for specific groups to provide more successful growth.
#social commerce #mobile social commerce user characteristics #consumer perception difference #revitalization #IPA

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References (19)

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P. Marsden / 2011 / F-commerce Selling on Facebook: The Opportunities for Consumer Brands / SYZYGY Group, New Media Trend Watch google schola 백미영 / 2015 / 모바일 소셜 커머스의 사용동기와 재이용의도 분석 / 대한경영학회지 28(1):103~120 dbpia Weekly DongA / Internet newspaper report date July 31 google schola HI Investment & Securities / 2014 / Korea Mobile Commerce Market Status google schola N. Donthu / 1999 / Journal of Advertising Research 32:52~58 google schola

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