행동경제학 관점에서 본 이커머스 앱의 UX 라이팅 전략 연구 - 쿠팡 모바일 앱 사례를 중심으로 -

Background In South Korea’s mobile-first e-commerce, UX writing is a language layer that shapes judgment and action, yet prior work has underexamined it relative to visual/structural factors. Using Coupang as a qualitative case, this study interprets how microcopy, read through behavioral-economics lenses, produces meaning and informs UX-writing strategy. Methods A qualitative case study of 157 microcopy instances from 61 Coupang mobile screens. We set a first-order classification of UI contexts and ran a directed qualitative content analysis with five a priori principles: loss aversion, present bias, anchoring, scarcity/urgency, social proof. Unit of analysis: individual on-screen utterance; one primary code per instance; frequencies reported only descriptively. Result Microcopy centers on temporal and price cues, rendering present bias and anchoring salient. Adjacent qualifiers (e.g., “today only,” exclusions, recent window) temper scarcity, while free returns/shipping signal loss aversion. Paired actions (“act now”/“save for later”) keep immediacy and alternatives visible; signal proximity within UI contexts steers interpretation. Conclusion Combining behavioral-economics coding with a working UI-context classification, the study offers a qualitative framework that links retail UX writing from phrasing to layout/operational standards, yielding actionable references for adjacent disclosure, anchored price language, calibrated strong signals, co-presented alternatives, verifiable trust cues, and consistent label structure, within a time-bound qualitative scope.