Proper

Abstract

The purpose of this study is to grasp the fundamental value based on consumers' needs by looking at consumption value orientation which is a factor of consumer's mobile shopping behavior as a combination of generic and experiential consumption. Also, it is worthwhile to analyze the effect of consumption value orientation on mobile familiarity and purchase intention by looking at consumption value orientation as a leading variable of consumer behavior.
As a result, analysis, the consumption value orientation was named as the environmental and safety orientation, pleasure orientation, functional value orientation, autonomy orientation, and self - expression orientation. Pleasure orientation, self - expression orientation, and autonomy orientation have positive effects on mobile familiarity and purchase intention. However, environmental and safety orientation factors and functional value orientation factors did not directly affect mobile purchase behavior. When the functional value orientation is mediated by mobile familiarity factors, it affects purchasing behavior.
Result of measuring mobile search and purchase behavior with multiple response items, it is found that clothing(70.4%) and cosmetics(29.6%) are the products that perform the greatest search with smartphone, while clothing(67%) and necessities are the most popular products(25.4%).