지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.19 No.2
- 발행연도
- 2012.6
- 수록면
- 79 - 96 (18page)
이용수
초록· 키워드
오류제보하기
Thanks to the growth of information technology (IT), e-commerce transactions are rapidly developing.
Consumers searched and purchased for products and services through e-commerce transactions and felt excitement and satisfaction through shopping behaviors in online shopping malls. The enlargement of company"s marketing efforts and consumer tastes of the uncontrolled consumption for goods and services increased the impulsive purchase in online shopping malls. In diffusing consumers" e-impulse buying, consumers increased in expenditures according to unnecessary purchasing behavior in online shopping malls.
However, enterprises increased sales and benefits due to consumers" impulse buying in online shopping malls. Accordingly, in research areas of enterprises and consumers levels, the studies of e-impulse buying will provide significant values for marketers of companies. In this study, we analyzed the relationships among intention to use, trust, and value in online shopping malls. And we also analyzed the moderating effect of e-impulse buying with utilitarian and hedonic value to establish trust in online shopping malls.
The result of this study showed that hedonic and utilitarian value should have a positive impact trust and trust should have a positive impact intention to use in the online shopping malls. The e-impulsive buying showed a moderating effect on the relationship between hedonic value and trust in online shopping malls.
The e-impulsive buying didn"t show, however, a moderating effect on the between utilitarian value and trust in online shopping malls. The results of this study will provide valuable implications for implementing e-commerce strategies.
Consumers searched and purchased for products and services through e-commerce transactions and felt excitement and satisfaction through shopping behaviors in online shopping malls. The enlargement of company"s marketing efforts and consumer tastes of the uncontrolled consumption for goods and services increased the impulsive purchase in online shopping malls. In diffusing consumers" e-impulse buying, consumers increased in expenditures according to unnecessary purchasing behavior in online shopping malls.
However, enterprises increased sales and benefits due to consumers" impulse buying in online shopping malls. Accordingly, in research areas of enterprises and consumers levels, the studies of e-impulse buying will provide significant values for marketers of companies. In this study, we analyzed the relationships among intention to use, trust, and value in online shopping malls. And we also analyzed the moderating effect of e-impulse buying with utilitarian and hedonic value to establish trust in online shopping malls.
The result of this study showed that hedonic and utilitarian value should have a positive impact trust and trust should have a positive impact intention to use in the online shopping malls. The e-impulsive buying showed a moderating effect on the relationship between hedonic value and trust in online shopping malls.
The e-impulsive buying didn"t show, however, a moderating effect on the between utilitarian value and trust in online shopping malls. The results of this study will provide valuable implications for implementing e-commerce strategies.
목차
Abstract
1. 서론
2. 이론적 배경 및 연구가설
3. 연구모델 및 측정
4. 실증분석
5. 결론
참고문헌
저자소개
참고문헌 (2)
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