• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.11
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• pp.701-710
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• 2018

This study aims to verify the mediating effect of perceived risk of internet shopping mall users' innovativeness on product purchase intention. Research subjects included consumers with prior experience of using internet shopping malls, and 405 respondents were used for final analysis. The major findings of the study are as follows: First, as a result of the investigation on the relationships among users' innovativeness, perceived risk, and product purchase intention, all correlation coefficients were positive. Second, consumer innovativeness was found to significantly influence perceived risk and purchase intention, and perceived risk mediated the relationship between consumer innovativeness and purchase intention. Third, when we performed sub-group analysis on the research model by dividing products into hedonic and utilitarian products, it was found that hedonic products revealed path coefficients which are statistically more significant compared with those for utilitarian products. We can draw the conclusion that in terms of internet shopping mall purchases, hedonic products exert a greater influence on the effect of consumer innovativeness on purchase intention compared to utilitarian products.

• Asia Marketing Journal
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• v.8 no.2
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• pp.27-62
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• 2006

This study suggested the internet self-efficacy construct for explaining consumer's searching information capability. It proposed that consumers who have a high internet self-efficacy feel confident they can search much information which they want to find. And it suggested if consumers have a high internet self-efficacy, they will perceive risk less and will experience flow when they use internet shopping mall also. To examine that effect of internet self-efficacy on flow, perceived risk, attitude, and purchase intention, It suggested hypotheses from the basis of prior studies. All of hypotheses were supported and the findings can be summarized as follows. First, internet self-efficacy had a positive effect on flow and a negative effect on perceived risk. Second, flow had a positive effect on attitude and perceived risk had a negative effect on attitude. Attitude had a positive effect on purchase intention also. In view of the result of analysis, between flow and purchase intention are mediated by and between perceived risk and purchase intention are mediated by attitude also. Finally, perceived risk didn't have an effect on flow.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.583-588
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• 2008

본 연구는 인터넷 쇼핑몰의 고객만족과 지속사용의도를 예측하기 위해 구매 경험자를 대상으로 구매의사 결정 시 이용한 정보에 대한 사후 만족 측정을 통해 정보원천의 중요성과 영향력을 규명하고자 하였다. 이를 위해 인터넷 쇼핑몰에서의 구매와 관련된 기대형성에 정보원천이 미치는 영향과 전통적인 기대불일치 패러다임하에서 기대불일치와 만족간의 관계를 온라인 환경에서는 정보만족이 매개함을 살펴보았다. 분석결과 첫째, 정보원천 중 자신의 구매경험이 기각되었으며 반면 다른 소비자의 소비경험인 온라인 구전정보가 가장 많은 영향을 미치는 것으로 나타났다. 둘째, 전통적인 기대불일치이론과 달리 인터넷 쇼핑몰에서는 전반적 만족에 대한 정보만족의 매개효과가 나타났다. 셋째, 전반적 만족에 대해 정보만족이 직접효과가 가장 높은 것으로 나타났다. 넷째, 의사결정 유용성은 전반적인 만족과 지속사용의도에 직접 효과가 있는 것으로 나타났다. 이는 온라인 환경에서의 정보의 중요성을 실증한 것으로 정보를 통한 기대관리, 정보만족을 기반으로 한 고객만족과 지속사용을 예측할 수 있게 해준다.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2002.05a
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• pp.665-672
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• 2002

인터넷 공동구매가 실무적으로 많은 관심과 주목을 받고 있음에도 불구하고 공동구매에 대한 학술직인 논의는 그리 많이 이루어지지 못하고 있으며 특히 인터넷 공동구매를 소비자 행동론적 관점에서 실증적으로 분석한 연구는 찾아보기 힘들다. 본 논문에서그 인터넷 소비자들이 공동구매사이트를 통한 인터넷 공동구매에 대해 기지고 있는 태도와 의도에 영향을 주는 요소를 인터넷 개별구매와의 장단점 비교에 의해 분석하였다. 이론적인 검토를 통해 인터넷 공동구매가 인터넷 개별구매에 대해 가질 수 있는 상대적 장점으로 가격절감, 위험감소, 거래비용 절감을 설정하였고, 제품다양성의 부족 및 시간지연을 상대적 단점으로 하였다. 제안된 연구모형의 타당성을 입증하기 위해 각 변수에 대한 측정척도를 미련하여 설문지를 작성배부하였고, 이 가운데 타당하다고 인정되는 355부의 설문지를 분석하였다. 결과적으로 구조방정식에 대한 만족할만한 모형 적합도를 구했고, 위험감소와 인터넷 공동구매 태도와 관련된 가설을 제외한 모든 가설이 채택되었다. 본 연구는 인터넷 공동구매를 소비자 지각의 입장에서 새로운 연구모형을 제시하였고 이에 대한 실증적 검증을 통해 타당성을 입증하였다는 점에서 이론적으로는 물론이고 실무적으로도 큰 의의를 지니고 있다.

• Korean Business Review
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• v.16
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• pp.99-121
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• 2003

In consumer research area, familiarity has been frequently mentioned with relation to customers' product information processing and choice behavior. However, the familiarity has been utilized initially in this paper to examine if the relationship between consumers' evaluations of attributes of an internet shopping mall and their inquiry and purchase intentions on there is affected significantly by the degree of familiarity. The results have shown that the relationship between levels of the safety, the functional convenience, and the tangibility attribute of an internet shopping mall and consumers' willingness to inquire about/purchase products on there is affected significantly by the degree of familiarity. Interestingly, the relationship between the tangibility attribute of a mall and customers' inquiry willingness on there is not impacted significantly by the familiarity. Thus, we conclude that our model and hypotheses have been supported quite strongl.

• Journal of Korea Society of Industrial Information Systems
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• v.20 no.1
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• pp.79-90
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• 2015

This study investigated the effects of 'K-POP' preference on purchase intention of Korean products. Especially, it revealed the mediating role between the participation intention of Korean culture event and the purchase intention of Korean products. Further, we examined the difference in the path relation according to the use-behavior of Korean wave contents. In this proposed model, we can see 'K-POP' preference had a positive effect on participation intention of Korean culture event, but it was not significant for purchase intention of common products. The participation in Korean culture event had significant effects on the purchase intention of Korean culture products and the purchase intention of common products. However, the purchase intention of Korean culture products had no significant effects on the purchase intention of common products. Thus, our finding showed that higher preference of 'K-POP' did not make cause purchase intention of common products. Further, the higher the preference of 'K-POP' was, the higher the participation intension of Korean culture event was and, as a result, the purchase intention of common products got higher. In addition, path analysis results according to the media usage behaviors show that Chinese consumer who uses the internet and has a higher preference of 'K-POP' had a positive effect on the purchase intention of common products. Furthermore, it has a positive effect on both purchase intension of Korean culture products and purchase intension of common products. In case of Chinese consumer who use the television, radio and newspapers, K-POP preference had no significant effect on the purchase intension of common products.

• Proceedings of the SOHE Conference
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• 2004.12a
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• pp.71-71
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• 2004

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.6
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• pp.890-901
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• 2008

This study explores an initial framework for online product categorization by examining the relationships among Internet motivations, buying tendencies, and online purchase intentions for product categories. A total of 217 usable questionnaires were obtained from respondents in a southwestern state in the United States. A path model using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Internet motivations consisted of four factors: Diversion, Economic, Information, and Social motivations. In addition, online products were classified into three categories based on purchase intentions: Sensory, Cognitive, and Search products. Estimated path model showed that diversion and economic motivations affected impulse buying tendency, whereas economic, information and social motivations influenced planned buying tendency in the online context. Also, the buying tendencies were significantly related to online purchase intentions for the product categories. Purchase intentions for sensory products were more strongly affected by impulse buying tendency, whereas purchase intentions for cognitive and search products were more strongly affected by planned buying tendency. Theoretical and managerial implications were discussed for devising an appropriate e-market strategy for specific product categories.

• The Journal of Society for e-Business Studies
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• v.10 no.4
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• pp.83-100
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• 2005

In this paper, we investigate the concept of cyber identity built in cyberspace and analyze the effects of general perception toward cyber identity on loyalty and purchase intent. Cyber identity is classified into two types: personal and social cyber identity, and has five components. Avatars and online gaming capability make up personal cyber identity while online communities and instant messenger count as social cyber identity. We regard blog personalities as having both personal and social characteristics. In our survey, we conclude that internet users want to purchase cyber items such as avatars, online game items, and wallpaper pictures to enhance their cyber identities. Based on the survey results , we derive five factors comprising personal cyber identity and social cyber identity using factor analysis and analyze overall effects of cyber identity on loyalty and purchase intention using Structural Equation Model.

• Journal of Korea Society of Industrial Information Systems
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• v.10 no.4
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• pp.26-39
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• 2005

This study introduces e-purchase potential matrix and examines whether the Web purchase suitability mediates the effects of the internet consumer characteristics such as diversification, innovativeness, self-realization, and informativity on online purchase intention through an empirical analysis. Specifically, this study investigates whether the Internet consumer characteristics affect the two dimensions differently. The results show that the Web purchase suitability partially mediates the effects of the internet consumer characteristics on online purchase intention.