Multimedia mobile application e-commerce service satisfaction
- Authors
- Choi, Suk Bong; Kim, Jin Min
- Issue Date
- 3월-2019
- Publisher
- SPRINGER
- Keywords
- Multimedia mobile applications; Mobile e-commerce; Choice-based conjoint analysis; Analytic hierarchy process; Online to offline
- Citation
- MULTIMEDIA TOOLS AND APPLICATIONS, v.78, no.5, pp.5217 - 5231
- Indexed
- SCIE
SCOPUS
- Journal Title
- MULTIMEDIA TOOLS AND APPLICATIONS
- Volume
- 78
- Number
- 5
- Start Page
- 5217
- End Page
- 5231
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/67055
- DOI
- 10.1007/s11042-017-4865-9
- ISSN
- 1380-7501
- Abstract
- Previous research on e-commerce through multimedia mobile applications primarily focused on the relationships between e-service factors and positive customer behavior. However, these studies did not consider the consumer purchasing decision process sufficiently to develop firms' strategic priorities in the context of e-commerce services through multimedia mobile applications. To fill this gap, we conducted a choice-based conjoint analysis (CBCA) to identify the preferences for each attribute and the interaction effects between each pair of attributes related to the purchasing decision, and used an analytic hierarchy process (AHP) analysis to calculate the overall priorities for every sub-criterion and partial priorities for each main criterion. The main findings from the integrated CBCA and AHP are that consumers must be able to fulfill their most basic needs through multimedia mobile applications' e-commerce service, e-commerce service providers using multimedia mobile applications should enhance their existing advantages to complement their shortcomings, and e-commerce service providers besides social commerce operators should change their business structures to adapt to the new e-commerce environment. We also discuss the main contributions and implications to improve e-commerce service satisfaction and strategic decision-making.
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- Appears in
Collections - College of Global Business > Global Business in Division of Convergence Business > 1. Journal Articles
- Graduate School > Department of Corporate Management > 1. Journal Articles
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