earticle

영어

This research offered factors of customer values, which are to attract customers and maintain them, such as products characteristics, economic efficiency, purchase history, loyalty and confidence. It set loyalty and confidence as parameters, and was to verify the procedure which affects purchase of customers based on them.
The research was conducted upon following procedures to verify the assumption.
First, it investigated into former studies concerning factors which affect purchase intention in online shopping mall, and developed research model and assumptions. Second, survey was conducted on people whose ages are in 20s and 30s, since they are considered to have much experience of buying products and service through online shopping mall. Third, it verified the assumption based on data acquired from survey and made suggestions.
The results of verifications are as follows; Products characteristics are proved to have positive influence on loyalty, confidence and purchase intention. Economic efficiency only positively affected purchase intention but didn’t have power on loyalty and confidence, and purchase history affected loyalty and confidence positively but purchase intention. The parameters including loyalty and confidence also have a positive effect on the purchase intention.
Online shopping mall has to make efforts in order to keep and attract customers, and the suggestions are as follows; First, it has to maximize the quality of products, quality of service and quantity of information so that customer can be satisfied with it or have confidence. Second, since purchase experience has positive influence on loyalty and confidence, it has to maintain the customers based on log file pertaining to personal information and purchase history and make
them have a good memory on current purchase as well. Third, there should be sufficient researches about price compared to other online malls of same kinds or price appropriation, since the customers have high price elasticity due to characteristics of online shopping mall where many retailers sell identical goods.

한국어

정보통신기술의 발전으로 인터넷 쇼핑몰의 거래규모가 지속적으로 증가하고 있다. 인터넷 쇼핑몰이 가지는 거래특성으로 인해 기존의 마케팅전략에도 많은 변화를 가져오게 되었다.
본 연구에서는 인터넷 쇼핑몰을 이용하는 고객의 구매의도에 영향을 미치는 고객가치요 인들을 명확하게 규명하고, 그 영향 정도를 분석하고자 하였다. 선행연구의 고찰을 통해 영향요인들을 규명하고 설문조사를 통해 이를 실증적으로 검증하였다.
연구결과, 고객가치 요인을 제품특성, 경제성, 구매경험, 충성도, 신뢰로 제시하고, 그 중 신뢰와 충성도를 매개변수로 제시하였다. 가설검증 결과, 제품특성은 충성도, 구매의도, 신뢰에 모두 정(+)의 영향을 미치는 것으로 나타났다. 경제성은 충성도와 신뢰에는 정(+)의 영향을 미치지 못하는 것으로 나타났고, 구매의도에는 정(+)의 영향을 미치는 것으로 나타났다. 구매경험은 충성도와 신뢰에는 정(+)의 영향을 미치는 것으로 나타났으나, 구매의도에는 정의 영향을 미치지 못하는 것으로 나타났다. 매개변수인 충성도와 신뢰는 구매의도에 모두 정(+)의 영향을 미치는 것으로 나타났다.