모바일 보상프로그램 가입의도에 관한 연구 = 고객의 기대가치, 지각적 동기, 보상경험을 중심으로

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 선행연구
• Ⅲ. 연구모형과 가설
• Ⅳ. 연구조사 설계 및 실증분석
• Ⅴ. 결론
• 참고문헌