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정석찬(Seokchan Jeong),이다은(Daeun Lee),박지연(Jiyeon Park) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4
The purpose of this study is to examine the intention to enroll toward the reward programs that are introduced as a marketing strategy to increase company’s profit. In particular, this study assumes the mobile shopping context to reflect the rapidly growing recognition of the importance on mobile shoppers, compared to the context of offline and online shopping. To develop our research model, we focus on five types of customer value(cash, aspirational, redemption of choice, relevance, and convenience value), perceived goal-proximity(PG), perceived enjoyment(PE), and intention to enroll. The structural model analysis reveals two points. The first is that relevance value and convenience value have significantly effect on PG, aspirational value and relevance value have significantly on PE, and PG and PE have significantly on intention to enroll. The second is that the experience of reward programs moderates the relation between customer value and customer perception, as well as between customer perception and intention to enroll. Specially, relevance value and convenience value on PG occur the path difference between the two groups. As a result, this study enhances our conceptual understanding of customer value and suggests more effective solutions to corporate in mobile shopping.