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논문 기본 정보

자료유형
학술저널
저자정보
김영길 (신한대학교)
저널정보
한국무역연구원 무역연구 무역연구 제16권 제6호
발행연도
2020.1
수록면
597 - 614 (18page)

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Considering the increasingly intense competition in the consumer market of commerce using the Internet, it is necessary to increase competitiveness by providing higher levels of service to consumers using online shopping malls. So, we would like to look at the quality factors of online shopping malls and comprehensively verify how the quality of online shopping malls affects perceived values and intention to repurchase them. The impact relationship identified through this process is intended to present effective current events when implementing marketing strategies. Design/Methodology/Approach In order to achieve the purpose of the research, a survey was conducted on consumers who experienced online shopping malls from January 20, 2020 to February 5, 2020. A total of 528 effective questionnaires were collected and the data were analyzed using the SPSS and AMOS programs. Findings The results of the study are as follows. First, the theoretical study and the verification of structural equation model resulted in the four subfactor system quality, information quality, service quality and product quality of online shopping mall quality. Second, online shopping mall quality factors (system quality, information quality, service quality, product quality) were found to have a significant positive influence on perceived value. Third, the online shopping mall quality factors (information quality, service quality, product quality) were found to have a significant positive influence on the intention of repurchase. It was shown that the quality of the system does not have a positive effect on the intention of repurchase. Fourth, the perceived value of users of online shopping malls has been shown to have a significant positive influence on their intention to repurchase. Research Implications As an implication, this study is meaningful in that it attempted to study the perceived value of consumers using online shopping malls and their impact on their intention to buy back, and predicted consumer behavior by dealing with even the emotional aspects that consumers perceive. Through this study, we also want to provide necessary information to online shopping mall managers and marketers who p
#Intent to Repurchase #Online Shopping Malls #Perceived Value of Consumers #Quality Factors

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참고문헌 (64)

참고문헌 신청
Ahn, T. / 2004 / The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls / Electronic Commerce Research and Applications 3(4):405~420 google schola Ahn, T. / 2007 / The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing / Information & Management 44(3):263~275 google schola Assael, H. / 1992 / Consumer Behaviour in Marketing Action / PWS Kent google schola Becker, B W. / 1981 / Personal Values of the Heavy User of Mass Media / Journal of Advertising Research 21(5):37~43 google schola Bitner, M. J. / 1995 / Building Service Relationships : It’s All About Promises / Journal of the Academy of Marketing Science 23(4):246~251 google schola

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