가격민감도가 인터넷 쇼핑몰 플로우에 미치는 영향에 관한 연구
A Study on the Effects of the Price Sensitivity on the Flow at the Internet Shopping
0
조회
0
다운로드
28
인용
0
참고문헌
키워드
초록
인터넷 쇼핑에 있어 가격은 제품에 대한 정보단서로서 중요해지고 있으며 가격에 대한 의존성 역시 점차 높아지고 있다. 본 연구는 이러한 가격민감도와 플로우에 관한 문헌고찰을 토대로 인터넷 쇼핑에서 소비자들이 경험하는 플로우가 재방문의도에 중요한 역할을 하고 있지만, 인터넷 쇼핑 행동의 또 다른 특성인 가격민감도는 오히려 플로우를 감소시킬 가능성이 있음을 제안한다. 인터넷 쇼핑에서의 가격민감도, 플로우, 재방문의도의 관계 검증과 함께 쇼핑몰의 유형에 따른 차이도 살펴본다. 연구결과, 인터넷 쇼핑몰에서의 플로우 경험은 재방문의도를 높이지만, 가격민감도 차원 중 가격탐색차원은 플로우의 각 차원에 부정적인 영향을 미치고 있는 것으로 나타났으며, 또한 이러한 영향은 가격비교쇼핑몰, 경매쇼핑몰, 종합쇼핑몰에 따라 다른 결과를 보이고 있다.
Abstract
Recently price as an information clue on online shopping has become important and price dependency has been also increased. This study suggests the flow which customers experience on online shopping plays a leading role in a matter of revisiting intention, but price sensitivity has a possibility to decrease the flow on the basis of literature investigation. While telling the differences in types of shopping malls, this study also examines relationship verifications with price sensitivity, flow of internet shopping mall and revisiting intension.The results show the flow experience through temporal dissociation makes increase a revisiting intention. To the contrary, this study presents a price search dimension in price sensitivity has negative influence to each dimension of temporal dissociation, heightened enjoyment and curiosity and also the relationship between price importance and flow is rejected.In addition, this influence gets different results by internet auction, pure internet shopping mall, shopping mall which can show price comparisons. In the case of shopping mall which can show price comparisons, more price researches become less curiosities and more heightened enjoyments and curiosities get more revisiting intentions. In the internet auction's case, price search decreases a temporal dissociation and heightened enjoyment and improves a revisiting intention when a temporal dissociation and heightened enjoyment are increased. Price research reduces three types of flow dimensions such as a temporal dissociation, heightened enjoyment, and curiosity in the pure internet shopping mall. In addition, only heightened enjoyment affects to a revisiting intentions.
참고문헌 (34)
- 김병철, "플로우 경험이 구매의도에 미치는 영향", 3(2), pp.17~45 (2002)
- "지각된 상호작용성과 웹사이트 충성도에 관한 연구: 매개변수로서 플로우의 역할을 중심으로", 12(4), pp.185~208 (2001)
- "온라인 쇼핑에서 헤도닉-경험가치: 영향변수와 결과변수", 13(4), pp.73~96 (2003)
- "온라인 쇼핑에서 소비자가 지각하는 제품 정보 중요성의 비중", 30(3), pp.470~480 (2006)
- "온라인 게임에서의 플로우와 플로우에 영향을 미치는 요인 및 재사용의도의 관계에 대한 장르별 비교", 30(4), pp.131~150 (2005)
- "인터넷 쇼핑에서의 플로우 경험과 실용적 가치 지각이 패션상품 구매의도에 미치는 영향", 30(8), pp.1188~1198 (2006)
- "혜택세분화와 인식도에 의한 인터넷 쇼핑몰 이미지 연구", 39(10), pp.55~67 (2001)
- "Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage", 24(4), pp.665~694 (2000)
- "Applications of Information Theory to Psychology" (1959)
- "Reducing Buyer Search Cost: Implications for Economic Marketplaces", 43(12), pp.1676~1692 (1997)
- "Reward Programs and Tacit Collusion", 20(2), pp.99~121 (2001)
- "Internet dependency: its impact on online behavioral patterns in e-commerce", 23(1), pp.49~58 (2004)
- "Journal of Humanistic Psychology", pp.41~63 (1975)
- "The Psychology of Optimal Experience" (1990), Harper and Row Publisher
- "Correlates of Price Acceptability Journal of Marketing Research", pp.243~252 (1988)
- "Task Characteristics and the experience of optimal flow in human- computer interaction Journal of Psychology", pp.381~391 (1994)
- "Innovativeness and price sensitivity : Managerial, Theoretical and Methodological issues", 6(3), pp.163~174 (1997)
- Hoffman, Donna, "Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations", 60(3), pp.50~68 (1996)
- "Marketing in Hypermedia Computer - Mediated Environments Conceptual Foundation", 60(3), pp.50~68 (1996)
- "Consumer decision making in online shopping environments: the effects of interactive decision aids", 19(1), pp.4~21 (2000)
- "The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity", 35(2), pp.210~224 (1998)
- "Dimensional Hierarchy of Retail Website Quality", 41(5), pp.619~633 (2004)
- "A New Marketing Paradigm for Electronic Commerce", 13(1), pp.43~54 (2000)
- "Applying the technology acceptance model and flow theory to online consumer behavior", 13(2), pp.205~223 (2002)
- "Buyers' Subjective Perception of Price Journal of Marketing Research", pp.70~80 (1973)
- "The impact of the information search variables, time pressure and involvement, on buying behaviour in a three-dimensional hypermedia computer-mediated environment", 36(3), pp.1~13 (2005)
- "Measuring the Customer Experience in On-line Environments: a Structural Modeling Approach", 19(1), pp.22~43 (2000)
- "A typology of online shoppers based on shopping motivations", 57(7), pp.748~758 (2004)
- "Consumers' decision-making process and their online shopping behavior : a Clickstream analysis", 58(11), pp.1599~1608 (2005)
- "The online Medium and Customer Price Sensitivity" (1999)
- "Exploring auction databases through interactive visualization", 42(3), pp.1521~1538 (2006)
- "Flow in computer - mediated communication", pp.539~573 (1992)
- "Will E-Commerce Compete more with Traditional Retailing or Direct Marketing?" (1999), Unv. Of illinois Urbana-Champaign
- "The Behavioral Consequences of Service Quality Journal of Marketing", pp.31~46 (1984)