본 연구는 수단목적사슬이론에 근거하여 개인가치-온라인쇼핑혜택-온라인쇼핑몰특성-재구매의도 등이 계층적으로 연계되어 있는 인과모델을 대구지역의 온라인쇼핑 경험이 있는 응답자를 대상으로 수집한 279개의 데이터를 실증 분석한 연구 결과를 제시하고 있다. 연구 결과는 자아실현 가치와 사회소속가치가 소비자의 실용적 쇼핑동기를 유도하는 원칙의 역할을 한다는 점을 보여주고 있다. 구체적으로 말해, 사회소속가치는 쾌락적, 실용적 동기를 유도하는 심층신념의 역할을 하는 반면 자아실현가치는 실용적 동기에 대해서만 영향을 주는 심층신념임을 보여준다. 그리고 온라인쇼핑상황에서 구체적으로 나타나는 쇼핑동기인 쾌락적, 실용적 혜택에 대한 소비자의 평가는 고객들로 하여금 어떤 온라인쇼핑몰특성이 이 상황에서 적절하고 중요한가를 평가하도록 유도하는 데 있어 매우 중요한 역할을 한다. 이때 실용적 혜택 동기는 온라인쇼핑몰의 내재적, 심미적 속성보다는 외재적, 기능적 특성과 보다 밀접한 관계를 가지는 것으로 나타났다. 이에 덧붙여, 시각적 디자인, 제품구색의 다양성, 정보품질, 판매서비스 등과 같은 온라인쇼핑몰속성은 재구매의도에 긍정적인 영향을 주는 것으로 나타났다. 이론적 시사점과 함께 개인가치에 기반을 둔 시장세분화를 중심으로 한 관리적 시사점을 제시하고 있다.

279 questionnaire data collected from experienced online shoppers in Daegu were put into structural equation modeling proposed from a means-end chain theory to investigate the hierarchical cognitive structural model consisting of personal values, online shopping motives, online store associations, and re-purchase intention. It was revealed that both self-actualization and social affiliation values act as guiding principles of a consumer's shopping motives. The social affiliation value acts as an enduring belief guiding a customer's hedonic and utilitarian motives, but the self actualization value is only related to utilitarian motive. Additionally, customers' hedonic and utilitarian benefits, shopping motives specific to an online shopping environment, play important roles leading customers to evaluate which online store associations are more relevant and important. The utilitarian motive is more strongly associated with extrinsic online store associations than the hedonic motive. In addition, online store associations such as visual design, product assortments, information quality, and sales services are positively related to re-purchase intention. Theoretical and managerial implications are discussed.

279 questionnaire data collected from experienced online shoppers in Daegu were put into structural equation modeling proposed from a means-end chain theory to investigate the hierarchical cognitive structural model consisting of personal values, online shopping motives, online store associations, and re-purchase intention. It was revealed that both self-actualization and social affiliation values act as guiding principles of a consumer's shopping motives. The social affiliation value acts as an enduring belief guiding a customer's hedonic and utilitarian motives, but the self actualization value is only related to utilitarian motive. Additionally, customers' hedonic and utilitarian benefits, shopping motives specific to an online shopping environment, play important roles leading customers to evaluate which online store associations are more relevant and important. The utilitarian motive is more strongly associated with extrinsic online store associations than the hedonic motive. In addition, online store associations such as visual design, product assortments, information quality, and sales services are positively related to re-purchase intention. Theoretical and managerial implications are discussed.

Personal Values, Online Shopping Motives, Online Store Associations, Store Loyalty, Re-purchase Intention, Means-end Chain Theory