Effects of Relational Benefits and Shopping Orientation on Customer Loyalty in Mobile Shopping Malls: With Emphasis on Moderating Effects of M-VALS

This research can be utilized as basic data that are necessary for establishing a corporate strategy by discovering what factors of relational benefits and shopping orientation have effects on enhancing customer satisfaction or customer loyalty in mobile Internet shopping malls and by surveying interactions between relational benefits on the one hand and customer satisfaction and customer loyalty on the other based on types of mobile Internet lifestyles. Survey data collection in this research, a questionnaire survey was carried out with 200 college students who attend one of the universities located in Seoul metropolitan area and who use mobiles as target. A total of 175 valid samples were used for final analysis excluding those with insincere answers. Results of the analysis of a structural model vis-a-vis the research model of turned out to be on a satisfactory level overall as and the path results for the entire model are presented. It was verified that customer satisfaction generated by relational benefits offered by a mobile shopping mall had positive effects on customer loyalty and also that customer satisfaction generated by shopping orientation of consumers too had positive effects on customer loyalty.