MOBILE COMMERCE CONSUMER VALUE DISPARITY BY GENERATION GAP : GIFT-GIVING CASE

摘要

According the Pew research, a smartphone penetration rate of the world is fifty percent while major twenty-seven counties? median is seventy-six percent. The higher level of income country has higher penetration. With penetration rate of smartphone growth, mobile coupon market including gift coupon is dramatically growing either. In that, there have been diverse analysis and studies about mobile coupon. Meanwhile, as the digital technology has been dramatically improved, the generation gap conflict issued at marketing and human resource management in business criteria. In this research, I clarify generation gap of mobile coupon gift consumers by multi-group structural equation model to define characteristic of e-commerce consumer on mobile coupon gift. As a result, there are generation gap on gift-giving intention causing factors among generations: generation X, Y, and Z.