모바일 쇼핑경험 가치가 브랜드 인게이지먼트에 미치는 영향 - 한·베트남 소비자 비교 -

This study was conducted with consumers using mobile shopping as mobile usage increased. The effect of consumer shopping experience value on customer engagement was investigated, and additionally, whether there was a difference between Korean and Vietnamese consumers was investigated. For the survey method, a survey was conducted targeting mobile shopping experience within the last 3 months. A total of 330 questionnaires were collected (182 in Korea & 148 in Vietnam), and this study verified the hypothesis by statistically analyzing the collected data. The main results of the study are as follows. First of all, among mobile shopping experience values (total respondents), practical experience value and social experience value had a positive effect on brand engagement. Second, it was confirmed that increased brand engagement had a positive effect on brand purchase intention. Meanwhile, the comparative verification results between Korean and Vietnamese consumers are as follows. Unlike Korean consumers, Vietnamese consumers considered mobile shopping experience values, especially social values, higher in terms of their impact on brand engagement, which greatly affected brand engagement. Additionally, in Vietnamese consumers, brand engagement had a greater impact on purchase intention. than Korean consumers. Through this study, Key Outcomes provide implications from a global perspective on digital marketing.