대한가정학회지 (Journal of the Korean Home Economics Association)

대한가정학회 (The Korean Home Economics Association)
권호 표지

미국 소비자들이 지각만 온라인 쇼핑속성과 구매의도와의 관계

The Relationship between Online Shopping Attributes and Purchase Intention among American Consumers

  • 발행 : 2002.12.01
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 미국 소비자들이 지각한 온라인 쇼핑속성에 대한 차원을 밝히고. 온라인 속성에 대한 중요성과 상품범주별 구매의도와의 관계를 밝혀 상품범주별 마케팅 전략과 인터넷 소비자 관리 및 교육 프로그램 개발에 기여하고자 하였다. 조사대상자는 가정에서 인터넷을 사용하고 있는 미국 소비자 303 명으로 구성되었으며, 질문지법에 의해 자료 수집되었다. 자료분석을 위해 탐색적 요인분석을 실행하였고, LISREL8에 의해 측정모델과 구조적 관계 모델을 동시에 검증하였다. 자료 분석결과를 요약하면 다음과 같다. 첫째, 소비자가 지각한 온라인 쇼핑에 대한 속성은 거래 및 비용, 사이트 디자인, 구매유인 프로그램, 상호 관계성의 4개 차원으로 분류되었다. 둘째, 온라인 상품은 구매의도에 따라 인지적 상품, 경험적 상품, 서비스 3개 범주로 분류되었다. 셋째, 지각된 온라인 쇼핑속성의 중요도와 각상품군 구매의도와의 구조적 관계모델을 추정한 결과,“거래 및 비용”은 3개의 상품군에 대한 구매의도에 모두 유의한 영향을 주었으며,“구매유인 프로그램”은 경험적 상품과 서비스에 대한 구매의도에 유의한 영향을 미쳤다. 따라서, 소비자들에게 중요하게 지각되는 인터넷 특정 속성 즉, 보완, 배달 및 비용을 초점으로한 상품범주별 차별화된 이점을 제시하여 효과적인 마케팅 전략을 수립해야 할 것이다. 또한, 전자 상거래와 관련 보완, 환불정책 등에 관한 소비자 교육과 보호법이 요구되고 있다.

키워드

참고문헌

  1. Alba, J., Lynch, J., Weitz, B., Janiszewski, C. Lutz, R, Sawyer, A, Wood, S. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journnal of Marketing, 61, 38-53 https://doi.org/10.2307/1251788
  2. Annonymous (2002). Online shoppers grow up, Marketing Management, 11(3), 4
  3. Anonymous (1999). Nonstore retailing gains favor with consumers. Chain Store Age, 29-32
  4. Business Korea (2002). Price and convenience raducally alter retail landscape, 19(1), 48-51
  5. Bakos, Y. (1998). The emerging role of electronic marketplaces on the Internet. Communicaiion of the ACM, 41(8), 35-42 https://doi.org/10.1145/280324.280330
  6. Bellman, S., Lohse, G.L., Johnson, E.J. (1999). Predictors of online buying behavior. Communications of the ACM, 42(12), 32-38 https://doi.org/10.1145/322796.322805
  7. Bonn, M. A., Furr, H. L., Susskind, A. M. (1999). Predicting a behavioral profile for pleasure travelers on the basis of Internet use segmentation. Journal of Travel Research, 37, 333-340 https://doi.org/10.1177/004728759903700403
  8. Breitenbach, C., Van Doren, D. (1998). Value-addedmarketingin the digital domain: enhancingthe utility of the Internet. Journal of Consumer Marketing, 15(6), 558-575 https://doi.org/10.1108/07363769810241436
  9. Burke, R. R. (1997). Do you see what I see? The future of virtual shopping. Journal of Academy of Marketing Science, 25(4), 352-360 https://doi.org/10.1177/0092070397254007
  10. Crawford, F. (2000). Consumer relevancy: Connecting with the 21st century market. Global Online Retailing Report, 40-45
  11. Detmer, T. (2002). Seeking the complete customer experience: The Web as a marketing tool. Customer Inter@ction Soulutions, 20(11), 44-46
  12. Douthu, N. and Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39(3), 52-58
  13. Driver, J. C. (1999). Developments in airline marketing practice. Journal of Marketing Practices: Applied Marketing Science, 5(5), 134-150 https://doi.org/10.1108/EUM0000000004571
  14. Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21-35
  15. Ernst and Yong Report (1998). Internet Shopping. Stores, Section 2, 1-13
  16. Ghose, S., Dou, W. (1998). Interactive functions and their impacts on the appeal of Internet presence sites. Journal of Advertising Research, 38(2), 29-42
  17. Global online Retailing Report (2000). Consumer trends in online shopping. 4-9
  18. Hair, J. F., Anderson, R. E., Tatham, R. L.,& Black, W. C. (1995). Multivariate Data Analysis(4th ed.). Englewood Cliffs, NJ: Prentice HalL
  19. Han, P. and Maclaurin, A. (2002). Do consumers really care about online privacy? Marketing Management, 11(1), 35-38
  20. Hui, K L. and Chau, P. Y.K.(2002). Oassifying digital products. Comminications of The ACM, 45(6), 73-79 https://doi.org/10.1145/508448.508451
  21. IBM (2000). Online retailing: more than a Web site. International Business Machine Co. 1-21
  22. Jarvenppa, S.L., Todd, P.A. (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88
  23. Jastrow, D. (1999). Holiday E-shopping may disappoint. Computer Reseller News, 874, 66, Dec 20-Dec 27
  24. Joreskog, K. G., Sorbom, D. (1989). LISREL 7: A guide to the program and applications(2nd 00.).JORESKOG & SORBOM/SPSS, Inc
  25. Joreskog,K G, Sorbon, D. (1993). WINOOW LISREL 8. Chicago: Scientific Software International, Inc
  26. Kelly, S. W., Longfellow, T., & Malehorn, J. (1996). Orgarnizational determinants of service employees' exercise of routine, creative, and deviant discretion. Journal of Retailing, 72(2), 135-157 https://doi.org/10.1016/S0022-4359(96)90011-1
  27. Korgaonkar, P. K, Wolin, L. D. (1999). A Multivariate analysis of Web usage. Journal of Advertising Research, 39, March, April, 53-68
  28. Law, R. and Leung, R. (2000). A study of airlines' online reservation services on the Internet. Journal of Travel Research, 39, November, 202-211 https://doi.org/10.1177/004728750003900210
  29. Li, Z., Gery, N. (2000). E-tailing-For all products? Business Horizons, November-December, 49-54
  30. Mathwick, C., Malhorta, N. K, and Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: an Internet and catalog comparison. Journal of Retailing, 78(1), 51-60 https://doi.org/10.1016/S0022-4359(01)00066-5
  31. Menon, S. and Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the Internet shopping experience. Journal of Retailing, 78(1), 31-40 https://doi.org/10.1016/S0022-4359(01)00064-1
  32. Miller, N. (2000). Profiting from e-commerce. Journal of Property Management, 65(3), 84-90
  33. Nolan, P. (2001). Warming up to the World Wide Web. Potentials in Marketing, 34(3), 22
  34. Peterson, R. A., Balasubramanian, S., Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 326-346
  35. Pltt, L., Berthon, P., Berthon, J. (1999). Changing channels: The impact of the Internet on distribution strategy. Business Horizons, MarchApril, 19-28
  36. Pulliam, P. (1997). To Web or not to Web? Is not the question, but rather: When and How to Web? Internet Marketing, 19-24
  37. Rao, S. (2000). E-eommerce: The medium is the mart. New Library World, 101(1154), 53-59 https://doi.org/10.1108/03074800010316728
  38. Ray, A (2001). How to encourage Internet shopping. Marketing, May, 3, 41-42
  39. Ray, A (2001). How to encourage Internet shopping. Marketing, May, 3, 41-42. Reda, S. (2001). VeriFone and Russell Reynolds Associates Top 100 Internet Retailers. Stores (http://webmaster@store.org)
  40. Rosen, K T., Howard, AL. (2000). E-retail: Gold rush or fool's gold? California Management Review, 42(3). 72-100 https://doi.org/10.2307/41166043
  41. Schaeffer, P.N. (2000). Listen to the Consumer. Global Online Retailing Report, 10-11
  42. Shim, S., Estlick, M.A, Lotz, S. (2000). Assessing the impactof Internet shopping on storeshopping among mall shoppers and Internet users. Journal of Shopping Center Research, 7(2), 7-43
  43. Srinivasan, S. S., Anderson, R, and Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal ojRetailing, 78(1), 41-50 https://doi.org/10.1016/S0022-4359(01)00065-3
  44. Szymanski, D. M.,Hise, R.T. (2000). E-satisfaction: An Initial examination. Journal of Retailing, 76(3), 309-322 https://doi.org/10.1016/S0022-4359(00)00035-X
  45. Tambini, A.M. (1999). Web woos women shoppers. Discount Store News, 38(1), 19
  46. Taylor, S. L., Cosenza, R M (2000). The impact of Ecommerce on the merchandising of women's clothing in traditional shopping centers/mall. Journal of Shopping Center Research, 7(2), 46-66
  47. Then, N. K, Delong, M. R (1999). Apparel shopping on the Web. Journal of Family and Consumer Sciences, 91(3), 65-68
  48. Tian, R G., and Emery, C. (2002). Cross-cultural issues in Internet Marketing. The Journal of American Academy of Business, 1(2), 217-224
  49. Van den Poel, D., Leunis, J. (1999). Consumer acceptance of the Internet as a channel of distribution. Journal of Business Research, 45, 249-256 https://doi.org/10.1016/S0148-2963(97)00236-1
  50. Weber, K., Roehl, W. (1999). Profiling People searching for and purchasing travel products on the World Wide Web. Journal of Travel Research, 37(Feb.), 291-298 https://doi.org/10.1177/004728759903700311
  51. Wilder, C. (1999). Retail turns to clicks and mortar. Informationweek, 754, 257-263
  52. Yoon, S. (2002), The antecedents and consequences of trust in online purchase decisions. Journal of Interactive Marketing, 16(2), 47-63
  53. Zeithaml, V. A., Parasuraman, A., Malhortra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375 https://doi.org/10.1177/009207002236911