| abstract |
| Background Consumers' online purchases are increasing rapidly, and it is said that the era of online shopping is in full swing. Online purchasing is spreading regardless of product type. This is because not only can a product be purchased at a relatively low price compared to an offline store, but also items that are difficult to purchase in a general store can be easily obtained by searching. First of all, the convenience of purchasing is the core of online purchasing. Jewelery is no longer an exception. In particular, with the activation of smart phone, the purchase through imitation will increase, and the purchase age is expected to decrease gradually. In this regard, this study aims to prepare countermeasures that can be made to purchase as well as repurchase by investigating factors and satisfaction improvement that affect jewelry purchase through mobile.
Methods The purpose of this study was to investigate jewelry buying behavior by mobile among women in their 20s and 40s. Proceed to questionnaire survey by random sampling of female workers living in Korea
Result When deciding on the purchase of jewelry through mobile, convenience, design, transaction, and information items were found to influence the purchase, and promotion, price, and items were not recognized as much.
Conclusion By investigating factors, satisfaction, and improvement that affect purchase, it is expected to be used as basic data for marketing strategy in the rapidly growing mobile market jewelry field, and it will be helpful to prepare response strategy accordingly. |
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| Key Words |
| 모바일, 모바일 쇼핑, 주얼리, Mobile, Mobile shopping, Jewelry |
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