Indian Journal of Science and Technology

Abstract

Recently, in order to promote their marketing strategy, the entrepreneur attaches great importance to many shopping applications services and makes use of them.The major components of shopping applications are interactivity, information offering and convenienceof use. This study verified the effects of interactivity, information supply, convenience of use, the application characteristics, preferences for applications preferences and repurchases intentions, the moderating effects of price sensitivity and usage frequency. The result shows that the shopping applications characteristics affect preference for the shopping applications. In terms of price sensitivity, the group with higher price sensitivity showed more significant results in terms of interactivity and usage convenience and in terms ofthe information supplying effects on the application preference, the group with higher price sensitivity showed more significant results than the group with lower price sensitivity.
Keywords: Application Preference, Convenience of Use, Information Offering, Interactivity, Price Sensitivity