• 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.

• Journal of the Korean Home Economics Association
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• v.41 no.5
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• pp.59-70
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• 2003

이 연구는 인터넷 소비자들의 행동에 관한 연구의 일부로, 인터넷 구매자들의 구매 빈도와 그들의 인터넷에 대한 태도, 구매 동기, 인터넷 사용, 인구통계적 특성과의 관계를 살펴보았다. Georgia Institute of Technology의 Graphic Visualization and Usability Center에서 실시된 설문조사를 통해 수집된 자료를 요인분석과 회귀분석을 이용하여 분석하였다. 분석 결과. 인터넷 쇼핑에 대한 소비자들의 태도(상대적 잇점. 안전성), 인터넷 판매자에 대한 소비자들의 태도(고객 서비스). 인터넷 브라우징 빈도, 소득, 교육이 인터넷 구매자들의 구매 빈도에 유의한 영향을 미치는 것으로 나타났다.

• Management & Information Systems Review
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• v.37 no.2
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• pp.23-42
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• 2018

As the development of the Internet in China has led to the active shopping of the internet, the number of Chinese internet users and online shopping malls is increasing rapidly. Chinese internet shopping malls are experiencing satisfaction and discontent with their websites. Research has focused on the satisfaction of customers using internet shopping malls and internet shopping malls reported complaints to users as complaints about products and websites. The study looked at seven area Chinese internet users (Beijing, Harbin, Shenyang, Ganssu, Xian, Shanghai and Henan). The effect of product complaints and site complaints on shopping attitudes and behaviors of internet shopping users was studied, and economic benefits were studied as a control variable. As a result, There was no effect on controlling the economic benefits of the complaint against the product, but the controlling the economic benefits of the complaint on the site was effect. About 83 percent of those surveyed were in their 20s and 30s who had experience shopping online and in internet. And It is intended to present theoretical reviews and guidelines for Korean internet shopping malls operating here, as they plan to expand to China by analyzing their internet shopping mall users.

• Journal of Distribution Research
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• v.15 no.2
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• pp.101-122
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• 2010

In this study, it is explored whether positive and negative emotions affected hedonic and utilitarian values experienced while shopping apparel in the Internet. In addition, the effect of hedonic and utilitarian shopping values on store approach behaviors was explored. For this study, Babin and Attaway's research model that was used for off-line shopping malls was adopted to investigate the relationships among research variables. Data obtained through experiments with 278 female college students were submitted for an analysis. Exploratory and confirmatory factor analysis and structural equation modeling with AMOS 6.0 were used to analyze data. Based on the model test, negative emotions negatively affected hedonic and utilitarian shopping value perception while positive emotions positively affected hedonic and utilitarian shopping value perception for the Internet apparel shopping site. Hedonic and utilitarian shopping values positively influenced attitude toward the Internet shopping site while only utilitarian shopping value affected revisiting Internet apparel shopping site. Managerial and academic implications were generated based on results.

• Proceedings of the Korea Society of Costume Conference
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• 2004.05a
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• pp.45-45
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• 2004

본 연구의 목적은 인터넷 의류 쇼핑몰 상품환경이 소비자의 감정반응에 미치는 영향 및 소비자의 감정반응이 인터넷 의류 쇼핑몰에 대한 소비자 태도에 미치는 영향을 구조방정식 모형을 통하여 규명함으로써 인터넷 쇼핑몰 기업의 의류상품 환경 구성에 유용한 정보를 제공하는데 있다. (중략)

• Journal of Distribution Research
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• v.8 no.1
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• pp.69-89
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• 2003

This study aims to find out the relationship between purchase intention of fashion products and affecting factors. Measurement was not on the general Web environment but on the individual websites. It was modeled that the likeness of shopping malls affects purchase intention. Flow, which Csikszentmihalyi(1990) introduced as the state of optimal experience, was to affect purchase intention through the likeness of shopping malls. In addition, characteristics of fashion products were to affect purchase intention. A structural equation modeling was used for estimation. The result shows that the likeness of shopping malls affect purchase intention more than characteristics of fashion products. The difference from other studies is that the sign of Skills on Flow is negative. The effect of Flow on purchase intention is the largest and the next is the characteristics of the shopping malls. These results imply that internet shopping malls have to increase the likeness of shopping malls in addition to interests of the products. In addition, fashion consciousness was tested as a moderator by dividing the subjects into two groups of high and low fashion consciousness. The result shows that fashion consciousness works as a moderator for the variables affecting purchase intention.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.1-26
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• 2002

The present study examines the role of subjectively perceived factors of the attitude toward web shopping in forming an intention to use a web shopping intention. An integrative research model is presented and tested empirically. It includes the following three aspects of belief in Davis' TAM: perceived usefulness, perceived ease of use, perceived enjoyment. Specially, internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to gain more favorable attitude toward web shopping close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation to general Internet use, and has not yielded evidence of reliability and construct validity. Survey data were collected to develop a reliable operational measure of Internet self-efficacy and to examine its construct validity. Also, much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The present study examines that higher internet self-efficacy is more getting favorable web shopping attitude, and web shopping intention as more as usefulness, enjoyment through the internet.

• Journal of Distribution Research
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• v.10 no.3
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• pp.15-36
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• 2005

This study is concerned with selling alliance in the internet shopping services, which is generally used by portal sites in recent and that is a typical form of strategic alliance. This study tried to find the relationship between. consumer's attitude and alliance performance. The authors investigated them in the field. then searched the reasons and determinants of selling alliance performance. As a result of field investigation, the authors found that the traffic of the portal site was not proportionated to the sales of internet shopping mall and this was not consistent with general expectation, With the analysis of it, the authors found that attitudes to the sites (brands) allianced in On-line and recognition of fitting between them had influenced positively on the attitude and purchase intention to alliance services. Moreover, unlike the attitude to the portal sites, the attitude to the internet shopping mall had positively influenced directly on the purchase intention. The other hand. from the view of influence power on the attitude to the allianced shopping service, the recognition of fitting between the sites was the factor which had the least effect of all factors. Compared with Off-line, this is interesting aspect of On-line. So in the On-line selling alliance, be careful of consideration for not only prior attitudes to the partners(portal and shopping mall) but also the fitness between them and make it in the mind that the attitude to shopping mall has greater influence upon the purchase intention than that to portal site.

• Asia Marketing Journal
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• v.6 no.1
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• pp.17-42
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• 2004

본 연구에서는 인터넷 쇼핑몰의 생존과 발전을 위한 단계로 방문빈도, 방문 지속성의 전략이라고 할 수 있는 쇼핑몰 밀착도를 결정하는 요인들과 플로우에 영향을 주는 요인, 전형성에 영향을 주는 요인, 인터넷 쇼핑몰 유형에 따른 인터넷 쇼핑몰 속성 태도와 인터넷 쇼핑몰 전형성의 관계, 소비자 행동 측면의 플로우 경험과 전형성의 영향정도 등을 조사한다. 이를 기반으로 인터넷 유형을 분류하여 인터넷 쇼핑몰의 특성 및 콘테츠 특성에 대한 전형성 정도를 세분화할 수 있다. 또한 밀착도와 충성도의 관계를 파악함으로 인해 쇼핑몰의 방문빈도 및 방문지속성의 유지가 기업의 장기적인 발전에 어느 정도 기여를 할 수 있는지에 대해서 파악할 수 있다. 본 연구결과 인터넷 쇼핑몰 특성은 전형성에 정(+)의 영향을 미치며, 콘텐츠 특성은 플로우에 정(+)의 영향을 미쳤다. 이를 통해 현재 오프라인을 기반으로 한 쇼핑몰인 경우 이 전에 오프라인에서 유지해 오던 상품제시, 보장, 명성 등이 온라인까지 확장되었다는 의미이며, 이러한 현상은 현재 오프라인 소매점에서 온라인 소매점으로 확장할 경우 이들 특성들이 전이(transfer)된다는 사실을 쇼핑몰 관리자들은 인지해야 한다. 또한 콘텐츠 특성은 오프라인 쇼핑몰보다는 순수 온라인 쇼핑몰이 플로우에 영향을 더 많이 미치는 것으로 나타났다. 그러므로 순수 온라인만을 주목적으로 창업하려는 쇼핑몰 관리자들은 콘텐츠 특성인 인터페이스 기능 강화, 톡특한 디자인 및 Lay-Out 등에 투자를 해야 한다. 위의 결과를 통해 플로우 및 전형성이 밀착도인 방문빈도 및 방문지속성에 영향을 미치며 이러한 밀착도는 소비자 충성도에 제고에 영향을 미칠 것이다.

• Proceedings of the Korea Association of Information Systems Conference
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• 2005.05a
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• pp.19-34
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• 2005

본 연구는 불확실하고 덜 검증된 인터넷 쇼핑몰 환경에서 거래당사자간의 심장역할을 하는 신뢰의 선행요인을 확인하고, 신뢰와 지각된 위험, 태도, 구매의도간의 관계를 실증분석 하였다. 똔 연구모형을 검증한 결과 신뢰의 선행요인일 것으로 예상했던 이해타산 기반의 믿음, 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함이라는 4가지 요인 중 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함은 신뢰에 영향을 미치는 요인으로 확인되었다. 선행요인을 기반으로 구축된 신뢰는 지각된 위험을 낮추고 낮아진 지각된 위험은 고객의 호의적인 태도에 영향을 미칠 것으로 기대했지만, 실증분석 결과를 보면 신뢰가 지각된 위험은 낮추지만, 지각된 위험이 태도에 직접적으로 영향을 미치지 않는 것으로 나타났다. 즉 신뢰와 지각된 위험은 부(-)의 관계가 확인되었고, 지각된 위험과 태도의 관계는 통계적으로 유의성을 찾기가 힘이 들었다. 또한 신뢰는 호의적인 태도에 긍정적인 영향이 확인되었으며, 호의적인 태도 역시 구매의도에 긍정적인 영향을 미치는 것으로 확인되었다. 신뢰가 태도를 매개로 구매의도에 영향을 미칠 뿐만 아니라 신뢰가 태도에도 직접적으로 영향을 미치는 관계도 확인되었다.