A Study on Revitalization of Revenue through Difference of Consumer Perception of Characteristics; Mobile Social Commerce Perspective Approach

Mobile shopping has been recently highlighted as an important distribution channel, some studies on social commerce around the mobile. This study aimed to verify some cues for invigorating sales of mobile social commerce companies by analyzing differences in consumers perceptions on characteristics of mobile commerce. Total of 365 respondents who answered the questions about the importance of and the satisfaction with 14 characteristics of social commerce were returned, and then, paired-samples t-test and IPA. The results of paired-samples t-test of each item show that there are statistically significant difference between the importance of and the satisfaction with all demographic characteristics, except for LBS(Location-Based Service), awareness of site, entertainments factors(enjoyment and fun). Thus, a maintenance/reinforcement strategies planned by companies are required at the first quadrant, while active improvement strategies are required at the second quadrant. The findings show that different marketing strategies should be established for each consumer who often uses mobile social commerce.