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논문 기본 정보

자료유형
학술저널
저자정보
Olga Durkalo (창원대학교) 박영근 (창원대학교) 박재진 (창원대학교)
저널정보
한국무역연구원 무역연구 무역연구 제17권 제4호
발행연도
2021.8
수록면
55 - 69 (15page)
DOI
http://dx.doi.org/10.16980/jitc.17.4.202108.55

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초록· 키워드

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Purpose This study is to examine whether the perceived value of customers who purchase through a distance selling method such as an Internet shopping mall affects the psychological distance and how this leads to customer loyalty. Also, by analyzing the mediating effect of psychological distance, it was verified whether psychological distance plays a mediating role between the perceived value of distance selling and customer loyalty. Design/Methodology/Approach Data collection was conducted for foreigners residing in Korea. We asked 250 people in various occupations in Korea to respond voluntarily by sending out a questionnaire made with Google Forms via email and KakaoTalk. Emails sent to respondents and KakaoTalk contain links to online questionnaires. Finally, 203 survey respondents were used for the analysis. Findings First, the perceived value of distance selling was found to have a significant effect on psychological distance. It was found that functional value and financial value had a significant negative (-) effect on psychological distance, and emotional value had a significant positive (+) effect. However, social value did not affect psychological distance. This means that the better the quality and service, and the more money you save, the less time, space, and social distance you feel. On the other hand, it can be seen that the stronger the desire or emotion to purchase, the more psychological distance is felt. Second, it was found that the psychological distance feeling for long-distance purchase had a negative effect on customer loyalty. This means that as the distance purchasing customers feel a sense of temporal, spatial, and social distance, their repurchase or recommendation intention decreases. Third, as a result of analyzing the mediating effect of psychological distance, it was confirmed that the perceived value of distance selling leads to customer loyalty through psychological distance. This means that distance sellers need marketing efforts to reduce the psychological distance that customers feel in order to increase customer loyalty. Research Implications It is difficult for customers who make distance purchases through online shopping malls to judge perceived values such as functional values of products. Therefore, reducing the psychological distance of consumers by providing detailed information on the producer, production location, and production process to the distance selling site will increase the repurchase intention. Also, distance sellers need marketing efforts to build customer trust in order to increase perceived value and reduce customers’ psychological distance.
#Customer Loyalty #Distance Selling #Perceived Value #Psychological Distance

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참고문헌 (26)

참고문헌 신청
Bornemann, T. / 2011 / Psychological Distance and the Dual Role of Price / Journal of Consumer Research 38(3):490~504 google schola Bougie, R. / 2003 / Angry Customers Don’t Come Back, They Get Back : The Experience and Behavioral Implications of Anger and Dissatisfaction in Services / Journal of the Academy of Marketing Science 31(4):377~393 google schola Chebat, J. C. / 2005 / How Emotions Mediate the Effects of Perceived Justice on Loyalty in Service Recovery Situations : An Empirical Study / Journal of Business Research 58(5):664~673 google schola Chebat, J. C. / 2005 / Silent Voices : Why Some Dissatisfied Consumers Fail to Complain / Journal of Service Research 7(4):328~342 google schola Colgate, M. / 2001 / An Investigation into the Switching Process in Retail Banking Services / International Journal of Bank Marketing 19(5):201~212 google schola

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