• Information Systems Review
• /
• v.25 no.4
• /
• pp.67-87
• /
• 2023

Many online shopping sites now offer personalized recommendation systems to improve consumers' shopping experiences by lowering costs (time, cost, etc.), catering to consumers' tastes, and stimulating consumers' potential shopping needs. So far, domestic and foreign research on the personalized recommendation system has mainly focused on the field of computer science, which is advantageous for obtaining accurate personalized recommendation results for users but difficult to continuously track the users' psychological states or behavioral intentions. This study attempted to investigate the effect of the characteristics of the personalized recommendation system in the online shopping environment on consumer perception and purchase intention for consumers using the Stimulus-Organism-Response (S-O-R) model. The analysis results adopted all hypotheses on the effect of the quality of the personalized recommendation system and information quality on trust and perceived value. Through the empirical results of this study, the factors influencing consumers' use of personalized recommendation system can be identified. In order to increase more purchase, online shopping companies need to understand consumers' tastes and improve the quality of the personalized system by improving the recommendation algorithm thus to provide more information about products.

• The Journal of the Korea Contents Association
• /
• v.16 no.9
• /
• pp.545-559
• /
• 2016

Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.

• Science of Emotion and Sensibility
• /
• v.19 no.4
• /
• pp.41-54
• /
• 2016

Recently, in the arena of online shopping, the gap between offline channel and online channel tends to be narrowed significantly. Though previous studies also represent this trend, it still remains ambiguous how much offline trust has a significant influence on user's online shopping behaviors. Furthermore, those research issues such as how individual neuroticism, uncertainty, and transaction cost plays an important role in explaining user's online shopping satisfaction and continuance intention. In this sense, this study aims to organize a new research model including offline trust, uncertainty, transaction cost, satisfaction, and continuance intention. Especially, we are interested in investigating how much moderating effects the individual neuroticism possesses for the paths among the rest of constructs. By using 406 valid questionnaires, we found empirically that transaction cost affects user's online shopping continuance intention, but it has no influence on satisfaction. The individual neuroticism has full moderating effects on the paths on the rest of constructs included in the proposed research model.

• Information Systems Review
• /
• v.21 no.1
• /
• pp.61-90
• /
• 2019

From the digital perspective, customer journey and customer experience management are emerging as important issues for companies. While digital customer experience has become more important due to the recent surge in online sales of the home appliance products, customers' experience in online is not differentiated as offline-focused traditional methods are maintained. This study aims to analyze the characteristics and mutual influences of customer experiences at each stage of online purchase journey, and to explore the effects on the product repurchase intention, focusing on online purchasers of home appliance which are high-involvement products. As a result, both cognitive and affective experiences of the research phase directly affect satisfaction, whereas affective experience at the purchasing stage indicated indirect effects through cognitive experience. The experience of the research phase positively affects the next phase, the purchasing experience, and the experience of the purchasing phase leads to the intention to repurchase the product. However, it is also found that, depending on the choice of online channels, the experience of research phase may affect the product repurchase intention than the purchase experience.

• Journal of the Korea Convergence Society
• /
• v.10 no.11
• /
• pp.283-288
• /
• 2019

This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.

• Management & Information Systems Review
• /
• v.30 no.3
• /
• pp.153-167
• /
• 2011

This study conducts to examine the effect of purchase intention on social shopping by connection density and centrality which is a structural characteristic of social network. Furthermore, this study suggests and analyses the difference of social shopping purchase intention between online community which focuses on a group and SNS(social network service) which focuses on an individual. To examine these reason, this study proposes hypotheses that reflects structural characteristic then analyses them. The result of analysis shows that the purchase intention on social shopping seems to be high when the density of connection is high and the purchase intention seems to be high when the centrality is high as well. Moreover, there is difference in the purchase intention on social shopping between online community and SNS and it is found that both cases where the connection density is high in the online community and the connection centrality is high in SNS have significant impact on the purchase intention. Based on these results, this study provides an implication on the importance on network structure in social network and social shopping and to increase the purchase intention of social shopping, this study suggests the implication on the importance and direction which understands the structure of social network type.

• The Journal of the Korea Contents Association
• /
• v.20 no.1
• /
• pp.31-44
• /
• 2020

The purpose of this study is to investigate the relationship among SNS users' interpersonal trust, brand image and purchase intention. A total of 335 questionnaires were collected during 6 days by Embrain online research company. Collected data were analyzed by SPSSWIN and AMOS program and frequency analysis, confirmatory factor analysis, validity test, correlation analysis and structural equation model analysis were performed. The results of verifying the relationship among variables are as follows. First, SNS users' interpersonal trust in influencers had positively influenced by brand image. Second, brand image sold by influencers had positively influenced by purchase intention. Third, SNS users' interpersonal trust in influencers had a significant effect on purchase intention.

• Journal of Digital Convergence
• /
• v.16 no.11
• /
• pp.281-288
• /
• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• The Journal of the Korea Contents Association
• /
• v.16 no.5
• /
• pp.428-439
• /
• 2016

It becomes undeniable trends that offline shopping stores operate their own online shopping stores too. The multi-channel shopping stores like this allow consumers to have much choices to shop from either offline channel or online channel. This trend, however, also opens new research issues. Especially, we have found from literature survey that a new research model is necessary for more in-depth study of the consumer behavior analysis in the multi-channel trends like this, where those constructs such as offline trust, uncertainty, switching cost, and individual negative emotion are considered. It is noted, especially in the multi-channel environments, that uncertainty and switching cost need to be considered, and that individual tends to feel negative emotion much more. By relying on 406 valid questionnaires, we obtained empirical results such that switching cost and offline trust have a positive effect on continuance intention, and uncertainty tends to increase switching cost. Individual negative emotion also affects continuance intention significantly.

• 한국산학경영학회:학술대회논문집
• /
• 2006.06a
• /
• pp.57-77
• /
• 2006

모바일 인터넷 시장은 최근 주목받고 있으며, 소비자의 구매행위에 많은 변화를 가져올 것으로 전망되어 진다. 이에 본 연구는 온라인 인터넷 환경과 모바일 인터넷 환경에서 연구되어 왔던 신뢰와 구매의도에 영향을 미치는 요인에 관한 선행연구들을 근거로, 모바일 환경에서 소비자의 구매의도에 영향을 미치는 요인을 도출하고, 이러한 영향 요인들이 어떠한 영향을 미치는지를 분석하는데 목적을 둔다. 이를 위해 선행연구를 검토함으로써, 구매의도에 영향을 미치는 요인을 체계화한 후, 실증자료를 바탕으로 연구 가설을 검토하여, 구매의도에 영향을 미치는 구성요인들과 신뢰와 구매의도의 관계를 이론적으로 체계화하고자 한다. 연구결과 유용성, 용이성, 이동성, 유희성이 신뢰에 긍정적인 영향을 미치는 것으로, 유용성, 용이성, 신뢰가 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.