오픈마켓의 의사결정 지원기능이 의사결정의 효율성과 만족에 미치는 영향에 관한 연구
The Effects Of Decision Aids At Open Market On The Effectiveness And Satisfaction Of Purchasing Decisions
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초록
오픈마켓 중심의 인터넷쇼핑의 성장세가 애초의 기대를 훨씬 능가하는 수준으로 진행됨에 따라 온라인 소비자의 의사결정 및 행동에 관한 연구도 활발히 이루어 지고 있다. 본 연구는 최근 인터넷 쇼핑시장의 성장세를 주도하고 있는 오픈마켓 쇼핑 경험자를 대상으로 실제 오픈마켓형 인터넷 쇼핑몰이 제공하는 의사결정 지원기능이 의사결정의 효율성과 만족에 미치는 영향을 실증적으로 분석·검증하였다. 연구의 주요결과를 요약하면, 첫째 오픈마켓의 의사결정지원기능들이 고객의 의사결정의 효율성에 미치는 영향 분석에서는 독립변수로 설정된 6개 요인 중 탐색기능, 비교기능, 충실성 요인이 통계적으로 유의한 수준(.05)에서 의사결정의 효율성에 정(+)의 영향을 미치는 것으로 나타났고, 둘째 고객의 의사결정에 대한 만족에 대해서는 부가정보, 충실성, 다양성, 선별기능 요인들이 통계적으로 유의한 수준(.05)에서 정(+)의 관계를 가지는 것으로 분석되었다. 특히 부가정보 및 선별기능이 중요한 원인변수로 나타났다.
Abstract
A lot of Internet shopping sites have provided Decision aids for consumers. But, until now, a study on the effect of Decision aids has left much to be desired. Accordingly, the study on the effect that Decision aids have on purchase decision is required. The main object of this study is to analyze the effect that Decision aids have on the effectiveness and satisfaction of purchase decision. 152 undergraduates on Department of Business Administration participated in this survey and filled out questionnaires related to this study. The summary of this test result is the following, Decision aids and the characteristic of the information concerning purchase decision have a partially significant effect on the effectiveness and satisfaction of purchase decision. The result of this study is meaningful enough in that the subjects used in this study are real shopping sites. However, there are lots of limitation in interpretation and generalization of this study. So, The further study considering more realistic and more moderating variables is needed.
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