Mobile generation : exploring mobile consumer influence with an emphasis on South Korea

다국어 초록 (Multilingual Abstract)

This study examines various aspects of mobile commerce including background,
consumer trends, consumer behaviors, mobile marketing and mobile technology, with
a focus on South Korean business. The primary purpose of this research is to provide
a better understanding of what marketers and retailers need to do to influence mobile
purchasing behaviors by answering three questions. The first question is: How has
purchasing behaviors changed with the advancement of smartphones and tablets?
Smartphone and tablet penetration around the world have soared since the first
introduction of the iPhone in 2007. Since then purchasing behaviors have changed
with mobile devices being the reason. Second question is: How can marketers and
retailers reach mobile consumers? Researchers have found that although several
major businesses have taken initiatives into the mobile marketplace, many still have
yet to completely understand and perfect the craft of mobile marketing. The study
will look into the Mobile Shopping Life Cycle that gives businesses six specific
moments for them to influence mobile shoppers. The final question is: How have
Korean businesses been able to influence local mobile consumers? This paper will
present examples from two Korean businesses that have been able to influence
mobile shoppers in their own creative and innovative ways. Then, recommendations
that will benefit Korean businesses that wish to gain mobile influence will be
presented. Findings from different points throughout this research indicate the new
value of brick and mortars and the importance of retailers satisfying the needs of the
consumer rather than selling to them a product or service.

목차 (Table of Contents)

• I. INTRODUCTION 1
• II. M-CONSUMER BEHAVIOR 5
• 2.1 THE CHANGING MOBILE PURCHASING BEHAVIORS 5
• 2.2 PUCHASE BEHAVIOR VIA TABLET 8
• III. INFLUENCING THE MOBILE SHOPPER 10
• 3.1 THE MOBILE SHOPPING LIFE CYCLE 11
• 3.1.1. THE PRE-BUY 11
• 3.1.2. IN-TRANSIT 16
• 3.1.3. ON LOCATION 18
• 3.1.4. SELECTION PROCESS 20
• 3.1.5. POINT OF PURCHASE 21
• 3.1.6. POST-PURCHASE 22
• IV. KOREAN BUSINESSES INFLUENCE ON DOMESTIC MOBILE CONSUMER 23
• 4.1 E-MART 26
• 4.2 KAKAOTALK 30
• V. RECOMMENDATIONS 33
• 5.1 PHABLETS 33
• 5.2 BRING VALUE 34
• 5.3 TRIAL AND ERROR 35
• VI. CONCLUSION 36
• BIBLIOGRAPHY 38