An Empirical Analysis of Repurchase Behavior in Mobile Commerce According to Different Mobile Channels

Abstract

Smartphone-based m-commerce enables customers to purchase products in different channels. In the complicated mobile shopping channels, retaining existing customers becomes important. In light of these developments, this study focuses on crucial factors of repurchase behavior of consumers based on the recency, frequency, and monetary value (RFM) model and analyzes how their effects differ among mobile channels and the online channel. The mobile channel is divided into three channels: mobile application (“app”), mobile browser, and mobile shopping portal channels. Real purchase data for three million orders from online shopping sites is used for our empirical analysis. The results show that all RFM variables significantly affect repurchase behavior. Our findings imply that mobile app users are more likely to repurchase than users in other channels. It is also found that the frequency variable is more important for mobile channel users, while the recency variable is more important for online channel users.