The development of the IT industry is rapidly creating a smart environment based on knowledge and information. By combining mobile service to mobile devices such as smartphone, Mobile ecosystem has led us into digital information age, in which convenient to find out one's required information at easy access anytime. Mobile ecosystem is in its growth stage through its beginning and improvement, and the development of mobile technology has brought the formation of a wide variety of media platforms and a great number of mobile applications, which turns to rapidly expand mobile ecosystem. The connectivity and activation of mobile services has created the platform. Accordingly the mobile commerce market has expanded by rapidly shifting the existing offline market to the online market or by strategically combining it. In other words, the mobile commerce-based mobile applications have been developed into a various of services, called a mobile commerce application. The growth of mobile commerce apps is generating information in the mobile services ecosystem, spreading through exchanges, and rapidly changing the user's service environment. In this mobile-service environment, users are in an environment where they can easily share their experience with a large amount of information as the access barrier becomes lower. Also, as the consumer market under the mobile service environment has converted product performance-oriented market to user emotion-oriented market, the emotion marketing to meet user's needs becomes much more important. User's consumption behavior and lifestyle gets shared through their experience under the current mobile servicing environment. and emotional experience of users are increasing in importance since this experience gets shared with many different users and leads them into emotion-oriented consumption behavior in specific directivity. Therefore, research on emotional experiences of users in mobile commerce apps with optimization of customizing services can be highly used as a mutually beneficial element between a company and a user because it is also important for an enterprise to maintain a continued relationship with a user in a new service environment.
The researcher examined the effects of emotional experience on the relationship quality, relationship commitment and behavioral intentions in the mobile commerce application, and presented the favorable factors to companies and users under the changed servicing environment.
This study set up research models and hypotheses on the basis of theoretical studies and reviews of precedence research. The data collection targets people over the age of 20 who use the mobile commerce app. For a statistical analysis, Spss 21.0 was used. The results of this hypothesis test are summarized as follows;
First, the emotional experience had a positive (+) effect on trust and absorption. However, behavioral emotional experience did not have a positive effect on absorption.. Second, the emotional experience did not have a positive effect on the relationship commitment Third, the relationship quality had a positive (+) effect on relationship commitment. Fourth, the relationship quality had a positive (+) effect on behavioral intention, and the relationship commitment. In the fifth, relationship commitment and behavioral intention had a positive(+) effect. Finally, the emotional experience had a positive(+) effects on behavioral intention.
The results of this study show that the current mobile apps provide service mainly through the type of user's cognitive emotional experience and intuitive emotional experience.