휴대폰매장의 점포선택 속성이 점포만족, 점포신뢰, 점포충성도에 미치는 영향 : 소비경험의 조절효과

초록

The size of mobile communication has been emerging in accordance with the growth of IT convergence technology. This makes mobile retail encounter more important. It is no doubt considering that it is a crucially experiential place to feel, touch, and sense mobile phones. This study is to reveal not only the interrelationship among choice attributes of mobile retailer, user trust, satisfaction, and loyalty, but also the modulation effects the relationship between choice attributes and retail loyalty. Empirical results show that most relations between retail choice attributes and trust/satisfaction are significant except some sorts of factors. In while, the degree of influence concerned with hypothesized paths are scattered according to the consumption pattern. Retail operation strategy and marketing tactics will be driven by considering the effects and interrelationship among choice attributes, satisfaction, trust, and consumer consumption patterns, which result in boosting the comprehensive customer loyalty.

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