온라인에서 대형마트 쇼핑몰의 이미지가 신뢰를 매개로 만족에 미치는 영향
The Effect on Satisfaction with Mediation of Trust Caused by Hypermarkets’ Online Image
1
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Purpose – This study analyzed how image affects customer trust and satisfaction in the online shopping mall market, which is becoming more competitive; future implications for customer management in online shopping malls were presented. Consumers visit and prefer a few shopping mall sites instead of many sites. Consumers do not visit sites that cannot provide trust and satisfaction. Therefore, establishing trust and satisfaction with differentiated image is essential for survival and growth. Specifically analyzing company image, shop image, and brand image, I studied how symbolic image, functional image, and empirical image affect satisfaction mediated by trust in the online shopping malls of hypermarket retailers. Research design, data, and methodology – To investigate the relationship between image and satisfaction of big box retailers' shopping malls in the online market, the study is based on analyzed data from questionnaires involving advanced research. From May 1st to 20th in the year 2014, a questionnaire survey targeting university students using big box retailers' shopping malls in Seoul was conducted. A total of 282 questionnaires were conducted, and 276 questionnaires were used for empirical analysis, excluding invalid data. Using the SPSS 21.0 statistics package, factor analysis and regression analysis were implemented, and effects of image on trust and satisfaction were presented. Results – First, symbolic image can affect satisfaction with only trust. Among 3 image factors, symbolic image exerts the most influence on trust; trust is important in coupling the medium to satisfaction. Second, functional image and empirical image affect satisfaction directly and indirectly with trust. Conclusions – As I classified the image of hyper market retailers' online shopping malls into symbolic, functional, and empirical image, I analyzed the effects of image on trust and satisfaction empirically. The results of the study and strategic implications are as follows. First, symbolic image can affect satisfaction with only trust. Among 3 image factors, symbolic image exerts the most influence on trust; trust is important in coupling the medium to satisfaction. The establishment of a distinctive symbolic image, such as the online shopping mall's loyalty, level of awareness, and special service, is needed. With the establishment of symbolic image, trust and satisfaction could be improved. Second, functional image and empirical image affect satisfaction directly and indirectly with trust. Especially, as functional image affects trust more than empirical image, setting and implementing a strategy for empirical image based on the right price, service, and convenience could raise trust and satisfaction. Empirical image affects trust and satisfaction substantially. Even though empirical image‘s influence on trust is lower than that of other three image factors, empirical image‘s influence on satisfaction is higher than symbolic image. Therefore, it requires a strategy for providing joyful use, and information research functions and distinctive use experience are important to improve satisfaction. This study analyzed image characteristics of hyper-market retailers' online shopping malls in the fast-growing online market; future strategic implications were presented.
Abstract
Purpose – This study analyzed how image affects customer trust and satisfaction in the online shopping mall market, which is becoming more competitive; future implications for customer management in online shopping malls were presented. Consumers visit and prefer a few shopping mall sites instead of many sites. Consumers do not visit sites that cannot provide trust and satisfaction. Therefore, establishing trust and satisfaction with differentiated image is essential for survival and growth. Specifically analyzing company image, shop image, and brand image, I studied how symbolic image, functional image, and empirical image affect satisfaction mediated by trust in the online shopping malls of hypermarket retailers. Research design, data, and methodology – To investigate the relationship between image and satisfaction of big box retailers' shopping malls in the online market, the study is based on analyzed data from questionnaires involving advanced research. From May 1st to 20th in the year 2014, a questionnaire survey targeting university students using big box retailers' shopping malls in Seoul was conducted. A total of 282 questionnaires were conducted, and 276 questionnaires were used for empirical analysis, excluding invalid data. Using the SPSS 21.0 statistics package, factor analysis and regression analysis were implemented, and effects of image on trust and satisfaction were presented. Results – First, symbolic image can affect satisfaction with only trust. Among 3 image factors, symbolic image exerts the most influence on trust; trust is important in coupling the medium to satisfaction. Second, functional image and empirical image affect satisfaction directly and indirectly with trust. Conclusions – As I classified the image of hyper market retailers' online shopping malls into symbolic, functional, and empirical image, I analyzed the effects of image on trust and satisfaction empirically. The results of the study and strategic implications are as follows. First, symbolic image can affect satisfaction with only trust. Among 3 image factors, symbolic image exerts the most influence on trust; trust is important in coupling the medium to satisfaction. The establishment of a distinctive symbolic image, such as the online shopping mall's loyalty, level of awareness, and special service, is needed. With the establishment of symbolic image, trust and satisfaction could be improved. Second, functional image and empirical image affect satisfaction directly and indirectly with trust. Especially, as functional image affects trust more than empirical image, setting and implementing a strategy for empirical image based on the right price, service, and convenience could raise trust and satisfaction. Empirical image affects trust and satisfaction substantially. Even though empirical image‘s influence on trust is lower than that of other three image factors, empirical image‘s influence on satisfaction is higher than symbolic image. Therefore, it requires a strategy for providing joyful use, and information research functions and distinctive use experience are important to improve satisfaction. This study analyzed image characteristics of hyper-market retailers' online shopping malls in the fast-growing online market; future strategic implications were presented.
참고문헌 (33)
- Aaker, D., "Brand Equity and Advertising; Advertising's Role in Building Strong Brands" (1993), Taylor &Francis Group
- Baron, R. M., "The mederator-mediator variable distinction in social psychological research : conceptual, strategic, and statistical consideration", Journal of personality and Social Psychology, 51(6), pp.1173~1182 (1986)
- Dowling, G., "Creating corporate reputation : Identity image and performance" (2001), Oxford University Press Inc
- Gardner, B. B., "The Product and the Brand", Harvard Business Review, pp.33~39 (1955)
- Hwang, Yong Ha, "Study on Visual representation of the elements of advertising and Brand Image", master, pp.1999
- Javenpaa, S. L., "Consumer Trust in an Internet Store", Information Technology and Management, 1(1), pp.45~71 (2000)
- Kapferer, Jean-Noel, "Strategic Brand Management" (1992), The Free Press
- Keller K. L., "Conceptualizing, Measuring and Managing Customer-Based Equity", Journal of Marketing, 57, pp.1~22 (1993)
- 김덕현, "브랜드 이미지와 구매의도 간의 영향관계에서 상품 신뢰의 매개효과 검증: PB 쌀을 중심으로", 유통과학연구, 12(8), pp.83~90 (2014), 한국유통과학회[DOI]
- Kim, Hwa Jin, "A study on the service quality factors, customer value and customer satisfaction according to airline class types", Proceeding of the Korea Business Review Conference, pp.1~14 (2009)
- 김문정, "유통업체의 기업이미지가 PB제품에 대한 소비자태도에 미치는 영향", 유통과학연구, 9(4), pp.83~91 (2011), 한국유통과학회
- 김성수, "브랜드이미지가 브랜드 신뢰 및 고객만족에 미치는 영향 -의료서비스를 중심으로-", 유통경영학회지, 14(4), pp.151~185 (2011), 한국유통경영학회
- Kini, A., "Trust in Electronic Commerce : Definition and Theoretical Consideration", Proceeding of Thirty-First Annual Hawaii International Conference on System Science, pp.51~61 (1998)
- "Major Distributor Sales Trends" (2014)[URL]
- Kotler, P., "Marketing Management" (2006), Prentice Hall
- Lee, Doo-Hee, "Scale Development and Effect Analysis : A Study on the Interaction at Internet Shopping Malls", Korean Marketing Review, 16(2), pp.115~140 (2001)
- Lee, Hun young, "Research Methodology" (2008), Cheongram Publishing
- Lee, Il hyeon, "Easyflow Regression Analysis" (2014), Hannarae Publishing
- Lee, Jong-Man, "The Study on image, trust, and immersion for e-loyalty improvement in internet shopping mall", Proceeding of E-City and Information Technology Conference of KAIS, pp.235~348 (2005)
- Lee, Ju-Young, "Domestic online shopping market status and prospects", Korean Telecommunications Policy Review, 25(13), pp.96~108 (2013)
- Lewis, J. D., "Social atomism, holism and trust", The Sociological Quarterly, 26, pp.455~471 (1985)
- Martineau, P., "The Personality of the retail store", Harvard Business Review, 36, pp.47~53 (1952)
- 문성식, "커피전문점의 브랜드이미지와 브랜드 충성도 간 신뢰와 관계몰입의 매개역할에 관한 연구", 경영교육연구, 26(3), pp.217~238 (2011), 한국경영교육학회
- Morgan, R. M., "The Commitment-trust theory of relationship marketing", Journal of Marketing, 58, pp.20~38 (1994)
- Park, Kab-Joo, "The Influence of Corporate Image and Brand Image on Purchase Intention by Consumer Trust and Attitude", doctor, pp.2009
- Park, Young-Jo, "Online consumer behavior & initial trust building strategy of an internet store : focused on an online fashion goods retailer", master, pp.2003
- Plummer, J., "How personality makes a Different", Journal of Advertising Research, 40(6), pp.79~83 (2000)
- Seo, Jeong Hoan, "Cross-National Study on the Evaluative Factors of Corporate Image", doctor, pp.1994
- Seo, Yong-gu, "Brand Marketing" (2012), Hakhyunsa Publishing
- "Mobile and Internet shopping consumer report" (2013)[URL]
- Tybout, A., "Creating and Managing Brands. in Kellogg on Marketing" (2001), John Willy & Sons
- Winters, C., "The effect of brand advertising on company image : importance for corporate advertising", Journal of Advertising Research, pp.54~59 (1986)
- 장삭, "중국 인터넷 쇼핑몰 속성이 소비자의 구매의도와 고객충성도에 미치는 영향에 관한 연구 -중국 제남시를 중심으로-", 경영교육연구, 26(4), pp.241~261 (2011), 한국경영교육학회