• Asia pacific journal of information systems
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• 제14권4호
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• pp.99-122
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• 2004

In the past days, most of studies about website behavior and website advertisement have been mainly focused on the effectiveness of website advertisement and advertisement attitude. But the generic model of website click behavior via website advertisement has not been made and the leading theory of that has not been existed. This purpose of this research is to explore the effects of internet advertisement in website click behavior. Specially, I deal with the influence of advertisement attributes(informativeness, entertainment, attentiveness, uneasiness, website attitude and advertising attitude) which is gradually being increased or decreased to attract the website click behavior of internet users. Added to this, it is to examine the influence of two attitudes(advertisement attitude and website attitude) as mediating variables on website click behavior. Major findings of this research are summarized as follows: First, mediating effects of website attitude and advertisement attitude were tested significantly in affecting the website click behavior by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). Second, the website attitude was affected by website advertisement attributes(informativeness, entertainment, attentiveness, uneasiness). And the advertisement attribute(except of entertainment and attentiveness) such as informativeness and uneasiness did significantly affected in the website click behavior. Also, the website click behavior was not affected but the website advertisement attitude, however the mediating effect was tested significantly.

• 복식문화연구
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• 제16권6호
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• pp.1126-1141
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• 2008

The purposes of this study identify how attributes of the website impact on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables (interactivity and shopping value), meditated variables(relationship commitment), and dependent variables(attitude toward website). The data were collected from a sample of 239 internet shopper of college female students. The covariance structural model and research hypothesis analyzed by using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity and shopping value of website have a positive influence on relationship commitment. Third, interactivity, shopping value of website, and relationship commitment have a positive impact on attitude toward the website. Forth, even if shopping value has not a positive influence on attitude toward the website, it was found to have a significant effect on attitude toward the website through the relationship commitment.

• 한국의류학회지
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• 제29권1호
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• pp.136-148
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• 2005

The purpose of this study identifies how attributes of the website influences on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables(interactivity, search and visual information of website), mediated variables(utilitarian shopping value and hedonic shopping value) and dependent variables(attitude toward website). The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity of the website has a positive impact on perceived utilitarian and hedonic shopping values of the website and visual information of the website also influence hedonic shopping value of the website positively. Third, utilitarian and hedonic shopping values have a positive influence on attitude toward the website for apparel shopping.

• Journal of Information Technology Applications and Management
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• 제11권1호
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• pp.137-159
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• 2004

In the past days, most of studies about website and Online behavior have been mainly focused on the adoption of website and internet shopping or internet shopping mall. But the model of website revisit behavior has not been made and the leading theory of website usage behavior has not been existed. Lately, many researches on commercial website revisiting behavior are emphasizing the role of intention, attitude, satisfaction in online visiting behavior such as Jarvenpaa et al. [1997, 1999, 2000], Wang et al. [2001], Moon & Kim [2001], Heijden[2003], Sultan et al. [2002], Yoon [2000], Shankar et al. [2002a, 2002b], Mcknight et al. [2002], Chen & Dhillon [2003] and so on. The purpose of this paper is two-folds. The one is to find the affecting factors on the website users' revisit behavior in commercial website and the other is to search more influencing ones on the determinant factors, to analyze research model using in LISREL. The EFA and reliability test was executed by for finding the validity and reliability, covariance matrix analysis was executed for the purpose of testing the 13 hypotheses. The major finding of this paper would be summarized as followed : (1) The roles of satisfaction and attitude to the revisit behavior are very important and both variables have determining effects in commercial website revisit behavior. (2) The determining factors in positively affecting website users' satisfaction are attitude, perceived usefulness, design. (3) The determining factors in positively affecting website users' attitude are perceived usefulness, design, perceived ease of use, and negatively affecting factor was perceived risk in website.

• International journal of advanced smart convergence
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• 제12권4호
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• pp.344-352
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• 2023

The purpose of this study is to empirically grasp the relationship between website immersion and website attitude by the attribute factors of the Taekwondo information website and provide it as basic data for effective operation of the Taekwondo information website. The subjects of this study were Taekwondo athletes enrolled in high schools and universities affiliated with the Korean Taekwondo Association, and the sampling method was sampled using the convient sampling method, a non-probability sampling method. Of the 820 questionnaires finally obtained, 789 were processed using PASW Statistics 20.0 and AMOS, except for 31 that were deemed to have poor respondents' contents or were not valuable as data. For data analysis, the statistical analysis techniques used in this study were frequency analysis, factor analysis, Cronbach's α test, correlation analysis, and structural equation model analysis (SEM), and the significance level of the research hypothesis was α=.It was verified at 05. The following conclusions were drawn through such research methods and procedures. First, information, entertainment, structure, cognition, searchability, and connectivity of Taekwondo information website attributes affect website immersion. Second, website immersion is affecting website attitudes.

• 한국산업정보학회논문지
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• 제8권1호
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• pp.97-111
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• 2003

The purpose of this study is to identify the consumer's website attitude by product perception. There are a lot of benefits of some obstacles in the use of e-commence through the Internet-enabled website. The website or webpage is a marketing message for customers and many consumers use the Internet to acquire own informations. Indeed, it is necessary to construct positive attitude within an operating website, and IT is used as a useful tool for building the trust relationships with consumers. For eCRM in Internet era, it is very important to identify factors affecting consumer's website attitude. In sum, this study is focused the relationships between consumer's website attitude and product perception, brand attitude.

• 한국경영과학회지
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• 제30권2호
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• pp.81-104
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• 2005

In the past days, most of studies about users' behavior in online environments have been mainly focused on the adoption of website and internet shopping or shopping mall. But the generic model of website usage behavior has not been made and the leading theory of website usage behavior has not been existed. The purpose of this study consists of two parts: (1) to find the determinant variables of the website users' continuous using Intention in a certain website, (2) to examine the relative influences of the variables influencing the users' behavior in online environments. The framework of this study is based on the combination of some theories - Davis(1989)'s TAM, Fishbein(1975)'s TRA, Hoffman et al.(1997), Schneiderman(2000), Yoon(2002), Lee and Turban(2001), Sultan et al.(2002), Shankar et al.(2002a, 2002b), McKnight et al.(2002), Chen and Dhillon(2003), Heijden(2003) and so on. Major findings of this research are summarized as fellows: First, determinant of website continuous using intention was affected by 1) the-attitude and 2) the trust of the website except of perceived usefulness. Second, the website attitude was affected by the perceived usefulness, design, experience, reputation. But perceived ease of use did not affect the website attitude. Third, the website trust was affected by the perceived usefulness, perceived ease of use, design, experience of website. But the reputation of website did not determine the trust of Website in this research model.

• 한국의류학회지
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• 제28권11호
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• pp.1482-1494
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• 2004

This study identified convergent validity and discriminant validity of measurement variables by factor analysis using Spss program and tested covariance measurement model including latent variables such as the website attributes (interactivity, search and visual information of website), shopping values(utilitarian and hedonic value) and attitude toward website by AMOS program. The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The results were as follows: Variables that reduce validity were deleted in the several steps of factor analysis and initial measurement model testing. Final measurement model was constructed by valid variables was accepted. This measurement model will be input for testing causal research model that can explain how attributes of the website influences on consumer attitude toward the website.

• 마케팅과학연구
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• 제7권
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• pp.127-146
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• 2001

인터넷은 이제 모두의 것이 되고 있다. 따라서 거의 모든 사람들이 인터넷을 사용하게 되었는데, 이러한 인터넷 사용과 관련된 변수들을 확인하고, 이들 요인들 간의 관련성에 관한 이론적 체계를 형성하고, 이러한 이론적 체계를 토대로 연구모형을 구축하고, 연구모형 에 의한 가설을 설정하고, 이를 실증적으로 검증하였다. 인터넷 사용과 관련된 변수들은 현재까지의 선행연구들을 검토한 결과, 웹사이트 복잡성, 웰사이트 검색경험, 웹사이트에 대 한 태도, 광고에 대한 태도, 광고에 대한 집중도, 상표에 대한 태도 및 구매의도 등으로 나 타났는데, 본 연구에서는 이들 변수들 중에서 웹사이트에 대한 태도, 광고에 대한 태도, 광고에 대한 집중도, 상표에 대한 태도 및 구매의도 등의 변수들 간의 관련성을 연구하는 것 이 본 연구의 목적이다. 이러한 연구목적울 달성하기 위해 관련변수들 간의 관련성을 연구 모형과 가설로 설정하고 이를 검정하였다. 가설을 검증한 결과 설정한 10개의 가설 모두가 채택이 되었다. 이는 비록 편의표본추출 에 의한 탐험적 성격의 연구이지만 시사하는 바가 크다고 할 수 있다' 인터넷마케팅의 관 점에서 기존의 매체 즉, TV, 신문, 잡지 등의 매체와는 근본적으로 다른 성격의 매체인 인 터넷 웹사이트를 통한 상품의 광고는 접근방법도 또한 달라야 한다는 것을 의미한다. 기존 의 매체와는 달리 컴퓨터를 매개로 한 웹사이트 광고는 컴퓨터 자체의 성능에 전적으로 의존해야 하기 때문에 아무리 좋은 광고라도 컴퓨터 성능이 그러한 광고를 화면에 재현하는 데 시간이 많이 걸리거나 복잡하면 웹사이트 방문자들이 광고에 대한 집중도가 떨어지거나 아니면 기다리지 않고 바로 다른 사이트로 이동해 버리기 때문에 컴퓨터 성능적 제약조건 하에서 최선의 광고를 제작해야 하고, 웹사이트도 제작해야 하는 특성을 지니고 있다.

• 복식문화연구
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• 제20권2호
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.