모바일쇼핑에서 정보탐색의도와 플로우 및 재구매의도의 상호작용 : 이미지의 역할과 성별의 조절효과

초록

This study aims to identify image variables that influence repurchase intentions in mobile shopping malls, empirically test how this process is linked to flow and information search intentions, and the moderating role of gender in this process. The study empirically tested the impact of the image variables (online product planning, transaction security, convenience, sensory experience, and design) on repurchase intentions through consumer psychological variables such as information search and flow. To verify the key hypotheses of the research model, derived from prior research and practical contexts, a survey was conducted with key customers of fashion-focused mobile shopping malls. The hypotheses were then tested using structural equation modeling. The empirical analysis rejected the effects of convenience on information search intentions and flow, sensory experience imagery on information search intentions, and transaction security on flow. However, most of the remaining proposed hypotheses were accepted. The moderating role of gender, which was derived to strengthen practical implications, was also largely confirmed to be significant. Finally, theoretical and practical implications based on the results of this empirical study were identified and discussed.

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