농촌계획 (Journal of Korean Society of Rural Planning)

  • 제14권1호
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  • Pages.9-21
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  • 2008
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  • 1225-8857(pISSN)
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  • 2288-9493(eISSN)
한국농촌계획학회 (Korean Society of Rural Planning)
권호 표지

쇼핑가치가 구매의도에 미치는 영향 분석 : 인터넷 구매 경험 차이의 관점에서

The Impact of Online Shopping Experience on Consumers Shopping Values and Purchase Intention

  • 김미숙 (서울대학교 농경제사회학부 지역정보학) ;
  • 유철우 (서울대학교 농경제사회학부 지역정보학) ;
  • 최영찬 (서울대학교 농경제사회학부 지역정보학)
  • Kim, Mi-Suk (Dep. of Regional Information, Seoul National University) ;
  • Yoo, Chul-Woo (Dep. of Regional Information, Seoul National University) ;
  • Choe, Young-Chan (Dep. of Regional Information, Seoul National University)
  • 발행 : 2008.03.31
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초록

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.

키워드

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