Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

The Moderating Effect of Product Involvement on the Online Consumer's Purchasing Behavior

온라인 소비자 구매행동에서 제품관여도의 조절효과에 관한 연구

  • Published : 2005.11.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the influence of four influencing variables (brand diversity. product information, entertainment, and trust) on purchase Intention and to .examine whether this relationship varies according to the buyer's perceived level of Product involvement. Analysis of 264 responses using the hierarchical regression indicated that all four independent variables were found positively influencing purchase intention. Furthermore, the effects of brand diversity, product information, and trust on purchase intention were revealed to be moderated by perceived product involvement. However, the moderating effect of product involvement on the relationship between entertainment and purchase intention was not statistically significant. Discussions for research findings and managerial implications are discussed.

Keywords

References

  1. 강병서, 백종득, 조철호, '고객불평처리 프로세스의 효과성 분석-인과효과와 조절효과를 중심으로', 경영학연구, 제33권, 제5호(2004), pp.1489-1521
  2. 김문구, 박명철, 정동헌, 박종현, '이동통신 서비스에서 전환장벽이 고객유지에 미치는 조절효과에 관한 실증연구', 경영정보학연구, 제13권, 제3호(2003), pp.108-130
  3. 박유식, 한명희, '인터넷 쇼핑몰에서 위험지각과 품질지각이 구매의도에 미치는 영향-보증 신뢰성, 지각된 정보의 양, 주관적 지식을 중심으로', 마케팅연구, 제16권, 제1호(2001), pp.59-84
  4. 서문식, 김상희, '인터넷상에서 경험하는 감정적 반응의 상호작용효과가 고객행동에 미치는 영향 : 고객의 감각추구성향을 중심으로', 마케팅연구, 제18권, 제1호(2003), pp.77-111
  5. 이문규, 홍성태, 소비자행동의 이해, 법문사, 2001
  6. 이유재, '상호작용효과를 포함한 다중회귀분석에서 주 효과의 검증에 대한 연구', 경영학연구, 제23권, 제4호(1994), pp.301-330
  7. 이학식, 정주훈, 이호배, '광고효과의 조절변수로서 인지욕구와 감성강도의 평가', 마케팅연구, 제13권, 제1호(1998), pp.105-131
  8. 유일, 최혁라, 'B2C 전자상거래에서 고객신뢰의 영향요인과 구매의도에 대한 신뢰의 매개 역할', 경영정보학연구, 제13권, 제4호(2003), pp.49-72
  9. 윤성준, '웹 쇼핑몰 사이트 신뢰도의 결정요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법', 경영학연구, 제29권, 제3호 (2000), pp.353-376
  10. 임종원, 김재원, 홍성태, 이유재, 소비자행동론, 경문사, 2004
  11. 최지호, 한상만, 이영승, '인터넷 쇼핑몰 방문행동과 구매행동간의 관계에서 제품 유형의 조절 효과', 마케팅연구, 제19권, 제2호(2004), pp.3-22
  12. 한인수, '경영연구에 있어서 조절효과검증에 관한 연구', 경영경제연구, 제25권, 제2호(2003), pp.137-153
  13. 홍동표, 문성배, 유선실, 박용우, 정부연, 김재경, 김민창, '국내 인터넷 쇼핑 시장 분석 및 전망', 정보통신정책 연구원, 2004
  14. Aguins, H., R.J. Boik, and C.A. Pierce, 'A Generalized Solution for Approximating the Power to Detect Effects of Categorical Moderator Variables Using Multiple Regression,' Organizational Research Methods, Vol.4(2001), pp.291-323 https://doi.org/10.1177/109442810144001
  15. Andrews, J.C., 'The Dimensionality of Beliefs toward Advertising in General,' Journal of Advertising, Vol.18, No.1(1989), pp.26-35
  16. Ajzen I. and M. Fishbein, Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, N.J., Prentice-Hall, 1980
  17. Aldwani, A.M. and P.C. Palvia, 'Developing and Validating an Instrument for Measuring User-Perceived Web Quality,' Information and Management, Vol.39(2002), pp. 467-476 https://doi.org/10.1016/S0378-7206(01)00113-6
  18. Ba S. and P.A. Pavlou, 'Evidence of the Effect of Trust Building Technology in Electronic Markets : Price Premium and Buyer Behavior,' MIS Quarterly, Vol.26, No.3(2002), pp.243-268 https://doi.org/10.2307/4132332
  19. Bell, H. and N. Tang, 'The Effectiveness of Commercial Internet Web Sites : An User's Perspective,' Internet Research, Vol. 8, No.3(1998), pp.219-228 https://doi.org/10.1108/10662249810217768
  20. Brynjolfsson, E. and M. Smith, 'Friction-less Commerce? A Comparison of Internet & Conventional Retailers,' Management Science, Vol.46, No.4(2000), pp.563-585 https://doi.org/10.1287/mnsc.46.4.563.12061
  21. Carte T.A. and C.J. Russell, 'In Pursuit of Moderation : Nine Common Errors and Their Solutions,' MIS Quarterly, Vol.27, No.3(2003), pp.470-501
  22. Chen Q. and W.D. Wells, 'Attitude Toward the Site,' Journal of Advertising Research, Vol.39, No.5(1999), pp.27-38
  23. Cho, Y.C., Il. Im, J. Fjermestad, and S.R. Hiltz, 'The Impact of Product Category on Customer Dissatisfaction in Cyberspace,' Business Process Management Journal, Vol.9, No.5(2003), pp.635-651 https://doi.org/10.1108/14637150310496730
  24. Craig S.C., A. Ghosh, and S. McLafferty, 'Models of the Retail Location Process : A Review,' Journal of Retailing, 60(spring 1984), pp.5-36
  25. Devaraj S., M. Fan, and R. Kohli, 'Antecedents of B2C Channel Satisfaction and Preference : Validating e-Commerce Metrics,' Information Systems Research, Vol. 13, No.3(2002), pp.316-333 https://doi.org/10.1287/isre.13.3.316.77
  26. Doney, P.M. and J.P. Cannon, 'An Examination of the Nature of Trust in Buyer-Supplier Relationship,' Journal of Marketing, Vol.61, No.2(1997), pp.35-51 https://doi.org/10.2307/1251829
  27. Ducoffe, R.H., 'Advertising Value and Advertising on the Web,' Journal of Advertising Research, Vol.36, No.5(1996), pp.21-35
  28. Eighmey, J., 'Profiling User Responses to Commercial Web Sites,' Journal of Advertising Research, Vol.37, No.3(1997), pp.59-66
  29. Engel J.F., R.D. Blackwell, and P.W. Miniard, Consumer Behavior, Hinsdale : The Dryden Press Inc., 6th ed
  30. Fishbein, M. and I. Ajzen, Belief, Attitude, Intention and Behavior :An Introduction to Theory and Research, Reading : MA, Addison-Wesley, 1975
  31. Gefen D., 'E-commerce : The Role of Familiarity and Trust,' Omega, Vol.28, No. 6(2000), pp.725-737 https://doi.org/10.1016/S0305-0483(00)00021-9
  32. Gefen, D., E. Karahanna, and D.W. Straub, 'Trust and TAM in Online Shopping : An Integrated Model,' MIS Quarterly, Vol.27, No.1(2003), pp.51-90
  33. Hair J.F., R.E. Anderson Jr., R.L. Tatham, and W.C. Black, Multivariate Data Analysis, 9ed. Prentice Hall
  34. Hoffman D.L. and T.P. Novak, 'Marketing in Hypermedia Computer-Mediated Environment : Conceptual Foundations,' Journal of Marketing, Vol. 60(July, 1996), pp.50-68 https://doi.org/10.2307/1251841
  35. Hong, W., J.Y.L. Thong, and K.Y. Tam, 'The Effects of Information Format and Shopping Task on Consumers' Online Shopping Behavior : A Cognitive Fit Perspective,' Journal of Management Information Systems, Vol.21, No.3(2004-5), pp. 149-184
  36. Jarvenpaa S.L. and P.A. Todd, 'Consumer Reaction to Electronic Shopping on the www,' International Journal of Electronic Commerce, Vol.1, No.2(1997), pp.59-88
  37. Kardes, F.R. Consumer Behavior and Managerial Decision Making, Upper Saddle River, NJ : Prentice-Hall, 2002
  38. Kim, M.J. and S.J. Lennon, 'Television Shopping for Apparel in the United Sates : Effects of Perceived Amount of Information on Perceived Risk and Purchase Intentions,' Family and Consumer Sciences Research Journal, Vol.28, No.3(2000), pp.301-330 https://doi.org/10.1177/1077727X00283002
  39. Kleinbaum, D.G., L.L. Kupper, K.E. Muller, and Nizam, A., Applied Regression Analysis and Other Multivariable Methods, 3rd ed, Pacific Grove, CA : Duxbury Press, 1998
  40. Kokkinaki, F., 'Predicting Product Purchase & Usage : The Role of Perceived Control, Past Behavior and Product Involvement,' Advances in Consumer Research, Vol.26(1999), pp.576- 583
  41. Koufaris, M. Kambil, Ajit Barbera, and A. Priscilla, 'Consumer Behavior in Web-Based Commerce : An Empirical Study,' International Journal of Electronic Commerce, Vol.6, No.2(2001), pp.115-124
  42. Koufaris, M., 'Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior,' Information Systems Research, Vol.13, No.2(2002), pp. 205-223 https://doi.org/10.1287/isre.13.2.205.83
  43. Kruman, H.E., 'The Impact of Television Advertising : Learning without Involvement,' Public Opinion Quarterly, Vol.29 (1967), pp.349-356 https://doi.org/10.1086/267335
  44. Laurent, G. and J.M. Kapferer, 'Measuring Consumer Involvement Profiles,' Journal of Marketing Research, Vol.22(1985), pp.41-53 https://doi.org/10.2307/3151549
  45. Liu, C. and K.P. Arnett, 'Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,' Information & Management, Vol.38, No.4 (2000), pp.421-432 https://doi.org/10.1016/S0378-7206(00)00079-3
  46. Loshe, G.L. and P. Spiller, 'Internet Retail Store Design : How the User Interface Influences Traffic and Sales,' Journal of Computer-Mediated Communications, Vol.5, No.2(1999)
  47. Maignan, I., and B.A. Lukas, 'The Nature and Social uses of the Internet ; A Qualitative Investigation,' The Journal of Consumer Affairs, Vol.31, No.2(1995), pp.346-371
  48. Mayer, R.C., J.H. Davis, and F.D. Schoorman, 'An Integrative Model of Organizational Trust,' Academy of Management Review, Vol.20, No.3(1995), pp.709-734 https://doi.org/10.2307/258792
  49. McKnight, D.H. and N.L. Chervany, 'What Trust Means in E-Commerce Customer Relationship : An Interdisciplinary Conceptual Typology,' International Journal of Electronic Commerce, Vol.6, No.2(2001), pp.35-59
  50. McQuitt, S. and R.T. Peterson, 'Selling Home Entertainment on the Internet,' Journal of Consumer Marketing, Vol.17, No.3 (2000), pp.233-248 https://doi.org/10.1108/07363760010329229
  51. McGaughey, R.E. and K.H. Manson, 'The Internet as Marketing Tool,' Journal of Marketing Theory & Practice, 1998
  52. Mennon S. and B.E. Kahn, 'Cross-Category Effects of Simulation on the Shopping Experience : An Application to Internet Shopping,' Working paper
  53. Mitchell, V.W. and P. Boustani, 'A Preliminary Investigation into Pre & Post Purchase Risk perception & Reduction,' European Journal of Marketing, Vol.28, No.1 (1994), pp.56-71
  54. Novak, T.P, D.L. Hoffman, and Y.F. Yung, 'Measuring the Customer Experience in Online Environments : A Structural Modeling Approach,' Marketing Science, Vol. 19, No.1(2000), pp.22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  55. Park, J. and M. Hastak, 'Effects of Involvement in On-line Brand Evaluations : A Stronger Test of the ELM,' Advances in Consumer Research, Vol.22(1995), pp.435-439
  56. Palvou, P.A., 'Consumer Acceptance of Electronic Commerce : Integrating Trust and Risk with the Technology Acceptance Model, International Journal of Electronic Commerce, Vol.7, No.3(2003), pp.101-134
  57. Pavlou, P.A. and D. Gefen, 'Building Effective Online Marketplace with Institution-Based Trust,' Information Systems Research, Vol.15, No.1(2004), pp.37-59 https://doi.org/10.1287/isre.1040.0015
  58. Petty, R.E., J.T. Cacioppo, and D. Schmann, 'Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of involvement,' Journal of Consumer Research, Vol.10(1983), pp.135-145 https://doi.org/10.1086/208954
  59. Ranganthan C. and S. Ganapathy, 'Key Dimensions of Business-to-Consumer Web Sites,' Information and Management, Vol. 39(2002), pp.457-465 https://doi.org/10.1016/S0378-7206(01)00112-4
  60. Reicheld, F.F. and R. Schefer, 'E-loyalty : Your Secret Weapons on the Web,' Harvard Business Review, Vol.7, No.8(2000), pp.105-113
  61. Roberts, J.H and J.M. Lattin, 'Development and Testing a Model of Consideration Set Composition,' Journal of Marketing Research, Vol.28, No.4(1987), pp.429-441 https://doi.org/10.2307/3172783
  62. Robertson, T.S., 'Low Commitment Consumer Behavior,' Journal of Advertising Research, Vol.16(April, 1976), pp.19-24
  63. Robertson, J.S., J. Zielinski, and S. Ward, Consumer Behavior, Glenview, IL ; Scott, Foreman & Company, 1984, p.231
  64. Rothschild, M.M. and W.C. Gaidis, 'Behavioral Learning Theory : It's Relevance to Marketing and Promotion,' Journal of Marketing, Vol.45, No.2(1981), pp.70-78 https://doi.org/10.2307/1251666
  65. Russell, J., 'A Circumflex Model of Affect,' Journal of Personality & Social Psychology, Vol.29(1980), pp.1161-1178
  66. Shama, N. and P.G. Patterson, 'Switching costs, Alternative Attractiveness and Experience As Moderators of Relationship Commitment in Professional, Consumer Services,' International Journal of Service Industry Management, Vol.11, No.5(2000), pp.470-490 https://doi.org/10.1108/09564230010360182
  67. Sharma, S., R.M. Durnad, and 0. Gur-arie, 'Identification and Analysis of Moderator Variables,' Journal of Marketing Research, Vol.53, No.3(1981), pp.291-300
  68. Sherif M. and H. Cantril, The Psychology of ego-involvement, Social Attitudes and Identification, J. Weily & Sons. Inc. & Champan & Hall, Limited, 1947
  69. Solomon, M.R., Consumer Behavior, Upper Saddle River, NJ : Prentice-Hall, 2002
  70. Szymanski, D.M. and R.T. Hise, 'e-satisfaction : An Initial Examination,' Journal of Retailing, Vol.76, No.3(2000), pp.309-322 https://doi.org/10.1016/S0022-4359(00)00035-X
  71. Teo, T., 'Attitudes toward Online Shopping and the Internet,' Behavior and Information Technology, Vol.21, No.4(2002), pp.259-271 https://doi.org/10.1080/0144929021000018342
  72. Zaichkowsky, J.L., 'Measuring The Involvement Construct,' Journal of Consumer Research, Vol.12, No.3(1985), pp.341-352 https://doi.org/10.1086/208520