중장년층의 모바일 쇼핑 특성, 지각된 가치, 만족 간의 관계 연구 -불확실성 회피 성향의 조절효과-

The purpose of this study is to examine the effects of mobile shopping characteristics and perceived value on the satisfaction of middle-aged people. In order to examine the mediating effect on the perceived value of middle-aged people in the relationship between the sub-factors of mobile shopping characteristics and satisfaction, consumers aged 41 to 64 who experienced mobile shopping within the last year were defined as middle-aged and a survey was conducted. , the data were analyzed using structural equations. As a result of the analysis, it was found that personalization and ease of use of mobile shopping had a positive (+) effect on perceived value, ubiquity had a negative (-) effect, and perceived value had a positive (+) effect on satisfaction for middle-aged and elderly people. . Also, in the mediating effect analysis, it was found that the value perceived by the middle-aged had a positive effect on the relationship between mobile characteristics and satisfaction. The analysis results showed that the effects of mobile characteristics on perceived value and satisfaction were different by dividing the group into a group with a high uncertainty avoidance tendency and a group with a low tendency to avoid uncertainty. In previous studies, the characteristics of mobile shopping were related to satisfaction and Regarding the effect on purchase intention, studies focusing on the age group in their 20s, women, married people, and education level have been the mainstream. It is meaningful to study marketing strategies to expand the participation of middle-aged consumers focusing on the perceived value of consumers.