모바일 앱 사용과 디지털 콘텐츠 구매가 쇼핑 행동에 미치는 영향

초록

This study empirically examines how mobile app usage time and digital content purchases affect online shopping behavior, drawing on the Stimulus-Organism-Response (S-O-R) model and Mental Accounting Theory. Using mobile app tracking logs and card payment data, we estimate a fixed effects panel regression model. Results show that shopping app usage time has a significant positive effect on both shopping expenditure and frequency, while financial app usage significantly reduces shopping frequency. Expenditures on digital content such as OTT, music, and games were found to decrease both online shopping expenditure and frequency, with its negative effect size exceeding that of shopping apps' positive effect. Subgroup analysis by age reveals that middle-aged consumers respond more sensitively to mobile app stimuli than younger consumers: shopping app usage leads to a greater increase in purchase frequency, whereas financial app usage more strongly suppresses shopping behavior. These findings demonstrate that the pathway from mobile app use to online shopping behavior differs depending on the functional characteristics of the app. Furthermore, this study offers practical implications for firms to develop marketing strategies that account for shifts in consumer spending structures and generational differences in the rapidly evolving mobile ecosystem and subscription economy.

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