A Study of Influencing Factors in Internet Shopping of the Consumer's Purchase Intention

인터넷 쇼핑의 구매의도 영향요인

  • Received : 2011.02.07
  • Accepted : 2011.03.28
  • Published : 2011.03.31

Abstract

This study was intended to investigate the attributes of the Internet shopping mall and to examine the effects of each attribute on the consumer purchase intention. 279 valid responses of total 300 questionnaire were used for the analysis of this study. Both the exploratory factor analysis and reliability analysis were conducted to evaluate the conceptual validity and internal coherence of the determining variables and the use intention. The factor analysis resulted in identifying the five factors of the Internet shopping mall and on the multiple regression analysis, three of the five identified factors were found to affect significantly the purchase intention. According to the verified results interactivity(t=4.384) was found to affect positively the use intention, while privacy risk(t=-2.985) and delivery risk(t=-2.257) were found to affect negatively the purchase intention. Managerial suggestions are recommended as the results of analysis. It is urgently necessary for decreasing countermeasures delivery risk and privacy risk to enhance purchase intention of customers in internet shopping malls. Especially obtaining more information on consumers gives short-term advantages to marketers, perceived slackness in privacy will hinder purchase intention in internet shopping malls in the long run by causing distrust of consumers. Other limitations and future research directions are also mentioned.

본 연구는 인터넷 쇼핑몰의 소비자 구매의도 영향요인을 분석하기 위해 부산 지역의 남녀 대학생을 대상으로 총 300부의 설문지를 배포하여 279부를 실증 분석하였다. 실증분석을 통해 나타난 연구결과를 요약하면, 탐색적 요인분석 결과에서는 소비자 구매의도의 선행요인들은 콘텐츠특성, 상호작용성, 프라이버시위험, 배송위험 그리고 결제안정성으로 분류되었다. 그리고 확보된 타당성과 신뢰성을 바탕으로 요인분석의 단일 차원성이 입증된 각 요인에 대하여 피어슨 상관관계분석을 실시한 결과, 상관계수의 값들이 콘텐츠 특성, 상호작용성, 결제안정성이 정(+)의 상관관계를 보였고 프라이버시위험과 배송위험이 부(-)의 상관관계를 보였다. 끝으로, 인터넷 쇼핑몰의 구매의도를 제고시키기 위해서는 소비자가 지각하는 프라이버시위험과 배송위험을 감소시킬 수 있는 방안과 연구의 한계점도 서술하였다.

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