Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Effect on Purchase Intention in Online Shopping Malls: Focusing on Value Creation Factors

온라인쇼핑몰에서 구매의도에 미치는 영향: 가치창조요소 중심으로

  • Jwa, In-Yeol (Graduate School of Management Consulting, Hanyang University) ;
  • Park, Kwang-Ho (Department of Business Administration, Hanyang University)
  • 좌인열 (한양대학교 일반대학원 경영컨설팅학과) ;
  • 박광호 (한양대학교 ERICA캠퍼스 경상대학 경영학부)
  • Received : 2022.05.20
  • Accepted : 2022.06.17
  • Published : 2022.06.30
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Abstract

Many studies have suggested that e-commerce value creation potential depends on four interdependent factors Lock-In, Complementarity, Efficiency, and Novelty. In order to survive in the recent fierce competition, companies have also secured e-Trust that strengthens long-term business relationships by reducing consumer uncertainty. This study, while analyzing the value creation factors (Lock-in, Complementarity, Efficiency, Novelty, e-Trust) of recent e-commerce (online shopping mall) companies from the point of view of purchase intention, customer value (Functional value, Emotional value, Social value) We present an academic proposition that can also examine the mediating effect of value). First, through previous studies on value-based strategy and value creation in e-commerce, various discussions on the theoretical background necessary for effective value-based strategy establishment and strategy execution of e-commerce (online shopping mall) companies were reviewed. Second, it provides academic discussion and practical implications by presenting academic propositions on the value creation factors of e-commerce (online shopping mall) companies, purchase intentions, and customer value, and confirming the basis through empirical analysis.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5C2A04083153).

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