원문정보
Relationships among Value, Trust and Intention to Use in Online Shopping Malls : Moderating Effects of Levels of the Propensity to e-Impulsive Buying
초록
영어
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.
목차
1. 서론
2. 이론적 배경 및 연구가설
2.1 선행연구 동향
2.2 연구가설
3. 연구모델 및 측정
3.1 연구모델 및 측정
3.2 측정도구
3.3 조사개요
4. 실증분석
4.1 표본의 특성
4.2 측정변수의 신뢰성 및 타당성 검증
4.3 연구모형 검증
4.4 가설검증
5. 결론
5.1 토론 및 시사점
5.2 연구의 한계 및 향후 연구방향
참고문헌