모바일 쇼핑 시 소비자의 지각된 위험이 모바일충동구매와 이용의도에 미치는 영향 - 니트제품 구매 경험을 중심으로 -

Abstract

The purpose of this study is to investigate the effect of perceived risk on mobile impulse purchase and continuous use intention in mobile shopping, specially focusing on the experience of purchasing knitwear products. Questionnaires and being administered to 234 mobile shopping usage consumer. The data were analyzed by frequency analysis, factor analysis, reliability analysis, t-test, cluster analysis and regression analysis using SPSS 26.0 statistical program. To summarize the results of this study, the following are: First, quality risk factors and security risk factors were extracted by recognizing the perceived risks and mobile impulse purchases that consumers perceive when shopping on mobile, and two factors were classified as unconscious impulse purchases and emotional impulse purchases. Second, the relationship between perceived risk, mobile impulse purchase, intention of continuous use, and satisfaction has shown that unconscious impulse purchase during mobile impulse purchase is not affected by perceived risk, and quality risk is static and security risk is inadequate for emotional impulse purchase. Emotional impulse purchasing and security risks were misleading the intention of continuous use. Furthermore, satisfaction has been shown to be statically affected by perceived risk quality risk, security risk is malleable and the intention of continuous use. Third, looking at the difference in knit product purchase experience, age-specific mobile shopping usage, perceived risk, mobile impulse purchase, intention of continuous use, and satisfaction, consumers with knit product purchase experience had lower search time, higher frequency, lower awareness of security risk. In addition, differences in age showed that people in their 20's have higher search time, frequency, and continuous use and satisfaction than those in their 30's and older. This results concluded that consumer’s perceived risk are very important variable to make effective marketing strategy for mobile shopping.