The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Difference of Consumer Attitude based on Level of Product Information and Service Quality

상품정보제공수준과 서비스제공수준에 따른 소비자 태도 차이에 관한 연구

  • Chang, Hwal-Sik (School of Business Administration, Pusan National University) ;
  • Zhao, Ping-Cong (School of Business Administration, Pusan National University) ;
  • Park, Kwang-Oh (School of Business Administration, Pusan National University)
  • 장활식 (부산대학교 상과대학 경영학부) ;
  • 조평총 (부산대학교 상과대학 경영학부) ;
  • 박광오 (부산대학교 상과대학 경영학부)
  • Received : 2010.03.30
  • Accepted : 2010.08.05
  • Published : 2010.09.30
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Abstract

전자상거래의 급속한 발전 속에서 기업들은 세계적 시장에서 경쟁력을 지니기 위해 전자상거래를 이용하여 상품판매, 서비스 제공, 고객과 소통하고자 한다. 그러나, 기존의 연구들은 TAM 모형을 통한 상호관계나 선행관계에만 초점을 맞추고 있기 때문에 좀 더 확장한 모형이 필요하다. 본 연구에서는 상품정보와 서비스 제공수준은 소비자 행동에 영향을 미치는 중요한 요인이지만 연구가 충분치 못한 실정이다. 따라서 본 연구의 목적은 첫째, 상품정보제공수준과 서비스제공수준에 따른 소비자 태도 차이를 조망하고자 한다. 둘째, 기존에 연구가 미약하였던 상품정보제공수준 및 서비스제공수준과 기존에 인지된 가치, 인지된 위험, 구매의도와 구전의도간의 상호인과관계를 조망하고자 한다. 본 연구의 결과는 다음과 같다. 첫째, 상품정보제공수준과 서비스제공수준에 따라 소비자 태도 차이에는 차이가 있었다. 둘째, 상품정보제공수준과 서비스제공수준에 따라 소비자들이 인지된 가치, 인지된 위험, 구매의도, 구전효과에는 차이가 있었다. 셋째, 변수들간에 상호인과관계와 선행관계가 존재하였다. 상품정보제공수준과 서비스 제공수준은 인지된 가치와 인지된 위험에 각각 직접적인 영향을 미쳤다. 뿐만 아니라, 인지된 가치는 인지된 위험, 구매의도, 구전효과에, 인지된 위험은 구매의도와 구전효과에 직접적인 영향을 나타내었다.

Keywords

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