[Abstract]
This study establishes a research model of how the life-style of M-Commerce customers affects customer relationship benefits, service satisfaction & repurchase intention. This study presents an effective management of M-Commerce based on the findings of factors of repurchase intention through a channel analysis.
In group I(passive independent-oriented model), the percentage of women is quite high among the four groups, accounting for 43.1% and 70.6% of the respondents are in their 20s, and 29.4% are more than 30 years old. And 56.6% of the respondents earn less than 1 million won per month. And 58.6% of them have been using M-Commerce for more than six months, and 30.2% of them purchased more than 6 times through M-Commerce during that time. Among the relationship benefits, customization, economic, and psychological benefits have favorable effects on service satisfaction, while social benefits have no influence. And service satisfaction positively influences repurchase intention.
In group II(reality-centered lifestyle model), the percentage of men is the highest among the four groups, accounting for 84%, and those who are over 30s are 51.9%. 56.6% of respondents have monthly income of more than one million won. And 42.1% of them have been using M-Commerce for more than 6 months, and 42.5% of them purchased more than six times through M-Commerce during that time. Among the relationship benefits, economic, customization, and psychological benefits have positive effects on service satisfaction, while social benefits have no influence. And service satisfaction positively influences repurchase intention.
In group III(leisure-enjoying model), the percentage of men(76.4%) is relatively high and 53.1% of the respondents are in their 20s, and 49.4% of respondents have monthly income of less than one million won. And 45.4% of them have been using M-Commerce for less than six months, and 76.4% of them purchased less than 6 times during that time, which is the lowest among the four groups. Among the relationship benefits, psychological, customization, economic and social benefits have favorable effects on service satisfaction. And service satisfaction is found to positively influence repurchase intention.
Lastly, in group IV(traditional and stability-seeking model), 32.6% of respondents are women, and 37.2% of the respondents are in their 30s and over, and 46.1% of the respondents have monthly income of more than one million won. And 55.8% of those who answered have been using M-Commerce for less than six months, and 64.1% of them purchased less than 6 times during that time. Among the relationship benefits, customization, psychological and social benefits have positive effects on service satisfaction, while economic benefits have no influence. And service satisfaction positively influences repurchase intention.