본문 바로가기
KERD
논문KCI 등재

쇼핑가치가 구매의도에 미치는 영향 분석 :인터넷 구매 경험 차이의 관점에서

The Impact of Online Shopping Experience on Consumers Shopping Values and Purchase Intention

김미숙|최영찬|유철우
한국농촌계획학회 (Korean Society Of Rural Planning)|2008.03|농촌계획 (Journal of Korean Society of Rural Planning)|제14권 제1호|pp. 9-21

0

조회

0

다운로드

15

인용

0

참고문헌

키워드

TrustExperienceE-CommerceShopping Value
주제분류농학

초록

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.

Abstract

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.

참고문헌 (33)

  1. 박철, "인터넷 탐색 가치에 의해 분류한 온라인 소비자 집단별 특성에 관한 연구", 소비자학 연구, 12(1), pp.31~52 (2002)
  2. 유창조, "인터넷 쇼핑몰에서의 쇼핑경험의 질이 재방문의사와 구매의사에 미치는 영향에 관한 연구: 효용적 가치(utilitarian value)와 쾌락적 가치(hedonic value)의 구분", 소비자학연구, 13(4), pp.4~100 (2002), 한국소비자학회
  3. 이철선, "쇼핑가치가 온라인 구매의도에 미치는 영향: 매개변수로서의 제품속성 중요도", 마케팅연구, 19(2), pp.41~70 (2004), 한국마케팅학회
  4. 장시영, "전자상거래와 전통적 상거래에서고객이 지각한 가치 비교", 경영정보학연구, 10(3), pp.159~180 (2000)
  5. 통계청, "2006년 연간 전자상거래 통계조사 결과", ~ (2007)
  6. Anderson, R.E, "E-satisfaction and e-loyalty: A contingency framework", Psychology and Marketing, 20(2), pp.123~138 (2003)
  7. Babin, B. J, "Work and", or fun: Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
  8. Bagozzi, R.P, "Attitudes, intentions, and behavior: a test of some key hypotheses", Journal of Personality and Social Psychology, 41, pp.607~627 (1981)
  9. Bentler, P. H, "Models of Attitude-Behaviour Relations", Psychological Review, 86(2), pp.422~464 (1979)
  10. Bloch, P. H, "A Theoretical Model for the Study of Product Importance Perceptions", Journal of Marketing, 47, pp.69~81 (1983)
  12. Choe Y.C., "Product heterogeneity: Moderating effect on online consumer behavior", Proceedings of the 40th Hawaii International Conference on System Sciences (2007)
  13. Engel, J.F, "Consumer Behavior" (1995), The Dryden Press
  14. Fishbein, M, "Attribution of responsibility: A theoretical note", Journal of Experimental Social Psychology, 9, pp.148~153 (1973)
  15. Fornell, M. T, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)
  16. Gefen, D, "E-commerce: the role of familiarity and trust", Omega, 28(6), pp.725~737 (1982)
  17. Hirschman, E.C, "Hedonic Consumption: Emerging Concepts, Methods and Propositions", Journal of Marketing, 46, pp.92~101 (1982)
  18. Homer, P.M, "A structural equation test of the value-attitude-behavior hierarchy", Journal of Personality and Social Psychology, 54(4), pp.638~646 (1988)
  19. Hammond, K, "Fun and work on the web: differences in attitudes between novices and experienced users", Advances in Consumer Research, 25, pp.372~378 (1998)
  20. Hoffman, D, "Marketing in Hypermedia Computer-Mediated Environment", Journal of Marketing, 60, pp.50~68 (1996)
  21. Jarvenpaa, S.L, "Consumer reactions to electronic shopping on the World Wide Web", International Journal of Electronic Commerce, 1(2), pp.59~88 (1996)
  22. Jarvenpaa, S.L, "Consumer Trust in an Internet Store: A Cross-Cultural Validation", Journal of Computer Mediated Communication, 5(2), pp.45~71 (1999)
  23. Kahle, L.R, "Stimulus condition self-selection by males in the interaction of locus of control and skill-chance situations", Journal of Personality and Social Psychology, 38, pp.50~56 (1980)
  24. Kim K.P, "Multi-channel shopping: channel use among rural consumers", International Journal of Retail & Distribution Management, 34, pp.453~466 (2006)
  25. Lewicki, R.J, "Trust and distrust: New relationships and realities", Academy of Management Review, 23(3), pp.438~458 (1998)
  26. McKnight, D. H, "Initial Trust Formation in New Organizational Relationships", Academy of Management Review, 23, pp.73~490 (1998)
  27. Mayer, R.C, "An Integrative Model of Organizational Trust", Academy of Management Review, 10(4), pp.709~734 (1995)
  28. Novak, T. P, "Measuring the customer experience in online environments: A structural modeling aroach", Marketing Science, 19(1), pp.22~42 (2000)
  29. Pavlou, P. A, "Understanding and Mitigating Uncertainty in Online Environments: An Agency Theory Perspective", MIS Quarterly, 31(1), pp.105~136 (2006)
  30. Reichheld, F. F, "E-Loyalty: Your Secret Weapon on the Web", Harvard Business Review, 78(4), pp.105~113 (2000)
  31. Schoenbachler, D. D., "Trust and customer willingness to provide information in database-driven relationship marketing", Journal of Interactive Marketing, 16(3), pp.2~16 (2002)
  32. Shim, S, "The Hierarchical Influence of Personal Values on Mall Shoing Attitudes and Behavior", Journal of Retailing, 74, pp.139~160 (1998)
  33. Werts, C. E, "Intraclass reliability estimates: Testing structural assumptions", Educational & Psychological Measure- ment, 34, pp.25~33 (1974)

관련 논문AI추천

The Power of Trust in the Relationship between Online Shopping Experience and Perceived Shopping Value이철, 유철우, 최영찬한국벤처창업학회 · 벤처창업연구2012 · 제7권 제1호온라인 쇼핑 가치 특성이 구매만족과 재이용의도에 미치는 영향 연구김재영, 전병호, 최재웅(사)디지털산업정보학회 · (사)디지털산업정보학회 논문지2017 · 제13권 제1호인터넷 쇼핑몰에서 고객가치가 구매의도에 미치는 영향에 관한 연구박진만, 이도영, 최호규한국상업경영학회 · 상업경영연구2007 · 제17권 인터넷 쇼핑몰에서의 쇼핑경험의 질이 재방문의사와 구매의사에 미치는 영향에 관한 연구: 효용적 가치(utilitarian value)와 쾌락적 가치(hedonic value)의 구분유창조, 정혜은한국소비자학회 · 소비자학연구2002 · 제13권 제4호쇼핑가치가 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구안광호, 이윤주한국소비자학회 · 소비자학연구2002 · 제13권 제4호인터넷 패션 쇼핑몰에서 상호작용성과 쇼핑가치가 관계몰입과 웹사이트 태도에 미치는 영향이옥희복식문화학회 · 복식문화연구2008 · 제16권 제6호

이 간행물의 다른 논문 (7건)

농촌공간에 적용된 벽돌포장 줄눈의 심리적 특성 분석신지훈, 김대현pp. 1-7곤충류 공간 분포를 활용한 농경지 경관구조 분석이동근, 윤은주, 배정훈pp. 23-32농촌마을 주택대문 경관유형분류에 따른 경관특성 분석 -충남 청양군 농촌마을을 대상으로조성호, 송병화, 이경진pp. 33-41경관보전직불제 도입을 위한 제주감귤(원)의 경관가치 평가고성보pp. 43-50Web GIS 기반의 3차원 농촌경관 시뮬레이션박미정, 최진용, 이승연, 김상범, 김한중pp. 51-58
원문 보기