| Abstract |
| The purpose of this study is to suggest how mobile shopping applications should be designed in order to enhance customer loyalty, focused on purchasing fashion products through the mobile applications of a multi-category retailer. In advance, Study 1 aims to explore the factors enhancing loyalty toward a mobile application. Results from the 267 responses of national sample answering to open-ended questions show that smartphone users do not continuously use mobile applications as much as they search and download new applications. In addition, the factors enhancing loyalty toward a mobile application include functional value, financial value, emotional value, and social value. Based on the results in Study 1, Study 2 was additionally conducted to examine consumers` attitudes toward the four values when they shop for fashion products through the mobile applications of a multi-category retailer. Results from focus group interviews with the 18 participants show that the four values (i.e., functional value, financial value, emotional value, and social value) can contribute to enhancing loyalty toward the applications in the context of purchasing fashion products. The suggestions of how to improve the applications` design, regarding the four values respectively, are also discussed. |
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| Key Words |
| 충성도, 쇼핑, 애플리케이션, Loyalty, Shopping, Applications |
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