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http://dx.doi.org/10.11627/jksie.2022.45.2.056

Effect on Purchase Intention in Online Shopping Malls: Focusing on Value Creation Factors  

Jwa, In-Yeol (Graduate School of Management Consulting, Hanyang University)
Park, Kwang-Ho (Department of Business Administration, Hanyang University)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.45, no.2, 2022 , pp. 56-64 More about this Journal
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
Value creation; Customer value; E-commerce (Online shopping mall);
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