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온라인 쇼핑몰에 대한 사회적 실재감, 자기표현 및 만족에 관한 연구

A Study on Social Presence, Self Assertion, and Satisfaction in Online Shopping Mall

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초록

심리학 분야에서 자기표현은 자기이해와 타인이해를 증진시켜 관계발전에 긍정적인 영향을 미치는 것으로 알려져 있다. 이에 본 연구는 온라인 쇼핑몰 고객들이 이메일이나 게시판을 통해 그들의 생각이나 느낌을 표현하도록 하는 요인을 고객과 쇼핑몰 관계 차원의 변수를 중심으로 살펴보았다.분석결과, 고객이 쇼핑몰에서 경험하는 사회적 실재감이 자기표현에 중요한 영향을 미치는 것으로 나타났으며, 쇼핑몰의 반응성과 게시판 활동성은 사회적 실재감을 통한 간접적인 영향을 미치는 것으로 나타났다. 이는 고객의 자기표현활동은 상대방의 존재에 대한 확인이 선행되어야 함을 시사한다. 끝으로 자기표현을 많이 한 고객일수록 쇼핑몰에 대한 만족도가 큰 것으로 나타났다.

Abstract

In the field of psychology, it is said that self-assertion facilitates relationship by increasing self-understanding and others-understanding. This study investigates factors affecting online customer's self-assertion through e-mails or bulletins, centering around relational dimension between customers and the online shopping mall.The results show that social presence experienced in the mall influences self-assertion significantly and shopping mall responsiveness and dynamic bulletins influence self-assertion through social presence. This facts implicate that self-assertion assumes the conviction of other's presence. Finally, the more customers self-assert, the more customers satisfy.

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