Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Role of Online Product Information in the Relationship between Quality, Preference and Customer's Purchase Intention

품질, 취향 및 소비자 구매 의도 간의 관계에 있어 온라인 상품 정보의 역할

  • 이정 (고려대학교 경영대학) ;
  • 이재남 (고려대학교 경영대학)
  • Published : 2009.06.30
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Abstract

This paper examines how online product information changes the customers' purchase intentions from subjectivity-objectivity dichotomy perspective. Quality and Preference are proposed as product evaluation criteria and their marginal changes with product information differentiation are hypothesized. An experimental survey was conducted to 57 subjects and the hypotheses were partially supported through PLS path comparison method. The study contributes to IS research by proposing a simple and effective product evaluation framework and by abstracting the impact of product information from other factors. Finally, we suggest the utilization of product information with the optimization of the cost-benefit structure between information and purchase intention.

Keywords

References

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