The Influence of Brand Experience in Mobile Shopping upon Continued Usage Intention Depending upon Consumer Affect

Consumers are purchasing or using products directly while at the same time, they are experiencing brands through making visits to advertisements, websites, etc. and I such a process, their affect for any brand may be formed. In this study, it was attempted to identify what influences would be exerted by the brand experience of those consumers enjoying mobile shopping upon affect, customer satisfaction and continued usage intention, in an effort to secure the competitiveness of mobile shopping malls on a gradual increasing trend. Based on theoretical studies, a hypothesis verification was carried out through a structured study model with regard to the five study concepts of brand experience, calm affect, activated affect, customer satisfaction and continued usage intention and the results are as follows: First, brand experience was found out to have an effect of enhancing both calm affect and activated affect. This is a verification that, in a consumer's dimension, calm affect and activated affect are enhanced after experiencing an attractive and desirable brand, which is in advance of the existing relevant studies that consumers' brand experience on an attractive, desirable brand will exert a positive influence upon the brand achievements of satisfaction, attachment, etc. Second, it was identified that activated affect formed through brand experience would exert a positive influence upon calm affect, and the calm affect caused by brand experience was found out to exert a greater influence upon customer satisfaction. Therefore, it is suggested that enterprises with their mobile shopping malls in operation should utilize a marketing strategy that would induce consumers' calm affect and link it to customer satisfaction and continued usage intention. Third, it has been identified that both customer satisfaction and brand experience were exerting a positive influence upon continued usage intention, and through a mediating effect verification, it has been iden