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중국인터넷쇼핑몰 이용고객의 점포이미지 속성이 지각된 위험과 애고의도에 미치는 영향 - 제품유형의 조절효과 -

The Effect of Store Image Attributes on Perceived Risk and Patronage Intention of Chinese Consumers in the Online Shopping Malls Context -The Moderating Effect of Product Classes-

박성규|전외술
사회과학연구소 (Institute of Social Sciences SOGANG UNIVERSITY)|2009.04|사회과학연구 (Journal of Social Science)|제35권 제1호|pp. 111-138|DOI 10.15820/khjss.2009.35.1.006

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참고문헌

키워드

지각된 위험perceived risk제품유형점포이미지 속성애고의도store image attributespatronage intention. product class
주제분류사회과학일반

초록

본 연구는 중국의 온라인 쇼핑몰에서 소비자 애고의도의 선행요인에 대한 영향을 파악하고자 한다. 기존문헌을 검토를 통해 선행변수를 도출하였다. 즉 점포이미지(상품 속성, 서비스 속성 및 쇼핑분위기 속성), 소비자 지각된 위험, 제품유형(탐색재와 경험재) 등이다. 본 연구는 연구모델을 검증하기 위해 중국의 인터넷 쇼핑몰을 구매한 경험이 있는 중국 대학생 표본 368명으로부터 서베이를 통해 자료를 수집하였다. 변수의 척도 정제를 위해 신뢰도, 탐색적 요인분석 및 확인요인분석을 행했다. 그리고 연구가설을 검증하기 AMOS 프로그램을 이용하여 분석하였다. 연구결과는 호의적인 온라인 점포이미지 속성은 지각된 위험에 부의 영향을 미쳤고, 애고의도에는 정의 영향을 미쳤다. 그리고 지각된 위험은 애고의도에 부적으로 영향을 미쳤으며, 지각된 위험과 애고의도 간의 관계에서 제품유형이 조절역할을 하는 것으로 나타났다.

Abstract

This study tests the influence of antecedent factors of consumer patronage intentions for Internet retail stores. The study draws the antecedent factors from the extant literature, which store image attributes(merchandise, services and shopping atmosphere attributes), consumer perceived risk, product classes(search goods and experience goods). Data from a survey of 368 customers(undergraduate students) of Chinese Internet Shopping malls were used to test the research model. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS program to investigate the research model. Results in this paper indicate that a favorable online store image attributes negatively influence perceived risk and positively affect patronage intention, and perceived risk negatively influences patronage intention. Finally, this study suggests the implications of these findings and offer directions for future research.

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