Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/50366

An Empirical Analysis of Repurchase Behavior in Mobile Commerce According to Different Mobile Channels

File SizeFormat 
paper0479.pdf758.68 kBAdobe PDFView/Open

Item Summary

Title: An Empirical Analysis of Repurchase Behavior in Mobile Commerce According to Different Mobile Channels
Authors: Lee, Minhyung
Lee, Junyeong
Kwak, Chanhee
Yoon, Sun-Young
Lee, Heeseok
Keywords: Social Shopping: The Good, the Bad and the Ugly
eCommerce, Mobile Commerce, Mobile Channel, Repurchase, RFM Model
Issue Date: 03 Jan 2018
Abstract: Smartphone-based m-commerce enables customers to purchase products in different channels. In the complicated mobile shopping channels, retaining existing customers becomes important. In light of these developments, this study focuses on crucial factors of repurchase behavior of consumers based on the recency, frequency, and monetary value (RFM) model and analyzes how their effects differ among mobile channels and the online channel. The mobile channels are divided into three channels: mobile application ("app"), mobile browser, and mobile shopping portal channels. Real purchase data for three million orders from online shopping sites is used for our empirical analysis. The results show that all RFM variables significantly affect repurchase behavior. Our findings imply that mobile app users are more likely to repurchase than users in other channels. It is also found that the frequency variable is more important for mobile channel users, while the recency variable is more important for online channel users.
Pages/Duration: 10 pages
URI/DOI: http://hdl.handle.net/10125/50366
ISBN: 978-0-9981331-1-9
DOI: 10.24251/HICSS.2018.478
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Social Shopping: The Good, the Bad and the Ugly


Please email libraryada-l@lists.hawaii.edu if you need this content in an ADA-compliant format.

Items in ScholarSpace are protected by copyright, with all rights reserved, unless otherwise indicated.