DOI QR코드

DOI QR Code

Key Determinants of Online Wine Purchasing Intention

와인의 온라인 구매의 주요 결정요인에 관한 연구

  • Kang, Sora (Division of Entrepreneurship, Hoseo University) ;
  • Han, Su-Jin (Department of Business Administration, Hoseo University) ;
  • Kim, Yoo-Jung (Division of Entrepreneurship, Hoseo University)
  • Received : 2013.10.13
  • Accepted : 2013.11.20
  • Published : 2013.12.31

Abstract

This paper was to figure out why online wine purchasing is not activated despite of the many advantages of having online transactions and to fine key determinants of online wine purchasing intention. Thus, the purpose of this study was to identify the determinants of online wine purchase intention, and examines the relationships between the determinants and online wine purchase intention. Data was collected from those who have experienced in using online wine store to purchase wine, and data was used to test the proposed research model. The findings showed that perceived usefulness and social influence(subjective norm, image) were key determinants of online wine site trust, but they were not related to online wine site trust. It also was found that perceived usefulness, perceived ease of use and subjective norm were positively and significantly related to online wine purchase intention whereas it had no relationship with image. In addition, online wine site trust was shown to influence on online wine purchase intention. Finally, the mediating effects were found in the relationships between perceived usefulness, subjective norm, and online wine purchase intention. Based on the results of the study, implications for future research are drawn.

본 논문은 온라인 거래의 많은 장점에도 불구하고 온라인 와인 거래가 활성화 되지 않는 이유를 파악하고, 이를 기반으로 온라인와인 구매의도에 영향을 미치는 요인을 규명하고자 한다. 이를 위하여 본 연구에서는 기술 수용모형(TAM)에 신뢰를 적용한 온라인 와인 구매 의도 모형을 설정하여 실제 온라인상으로 와인을 구매할 때 소비자의 구매의도에 영향을 미치는 요인을 검증하였다. 또한 독립변수(유용성, 사용용이성, 주관적 규범, 이미지)와 온라인 구매의도간의 관계에 대한 온라인 와인 사이트 신뢰의 매개효과도 분석하였다. 실증분석 결과는 다음과 같다. 첫째, 유용성과 사회적 영향(이미지, 주관적 규범)이 온라인 와인 사이트의 신뢰형성에 기여하는 반면, 사용용이성은 온라인 와인 사이트 신뢰와 관련성이 없는 것으로 나타났다. 둘째, 유용성, 사용용이성, 주관적 규범이 온라인 와인 구매의도와 관련성이 높고, 이미지는 온라인 와인 구매의도와 관련성이 없는 것으로 나타났다. 셋째, 온라인 와인 사이트 신뢰가 온라인 와인 구매의도의 주요 선행요인으로 검증되었다. 마지막으로 온라인 와인 사이트 신뢰가 유용성, 주관적 규범과 온라인 와인 구매의도간의 관계에서 매개역할을 하는 것으로 나타났다. 본 연구결과는 향후 온라인 와인 판매 사이트에서 고객의 구매 의도를 향상시키는 방안으로 활용될 수 있을 것이다.

Keywords

References

  1. IWSR, International Wine and Spirit Record, Feb. 2011.
  2. F. D. Davis, A technology acceptance model for empirically testing new end-user information systems: Theory and results. (Doctoral dissertation, Sloan School of Management, Massachusetts Institute of Technology), 1986.
  3. M. Fishbein, and I. Ajzen Belief, Attitude, Intention and Behavior. An introduction to theory and research, Addison-Wesley, Reading, MA, 1975.
  4. F. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, Vol.13, No.3, pp.319-339. 1989. https://doi.org/10.2307/249008
  5. D. A. Adams, R. R. Nelson, and P. A. Todd, "Perceived Usefulness, Ease of Use, And Usage of Information Technology: A Replication," MIS Quarterly, Vol.6, No.2, pp.227-247, 1992.
  6. A. R. Hendrickson, P. D. Massey, and T. P. Cronan, "On the Test-Retest Reliability of Perceived Usefulness and Perceived Ease of Use Scales," MIS Quarterly, Vol.17, No.2, pp.227-230, 1993. https://doi.org/10.2307/249803
  7. G. H. Subramanian, "A Replication of Perceived Usefulness and Perceived Ease of Use Measurement," Decision Sciences, Vol.25, No.5/6, pp.863-874, 1994. https://doi.org/10.1111/j.1540-5915.1994.tb01873.x
  8. W. W. Chin, P. A Todd, "On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution," MIS Quarterly, Vol.19, No.2, pp.237-246, 1995. https://doi.org/10.2307/249690
  9. D. Gefen, E. Karahanna, and. W. Straub, "Trust and TAM in online shopping: An integrated model," MIS Quarterly, Vol.27, No.1, pp.51-90, 2003. https://doi.org/10.2307/30036519
  10. G. C. Moore, and I. Benbasat, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, Vol.2, No.3, pp.192-222, 1991. https://doi.org/10.1287/isre.2.3.192
  11. I. Ajzen, From intentions to actions: A theory of planned behavior. In J. Kuhi & J. Beckmann(Eds.), Action.control: From cognition to behavior (pp.11.39). Heidelberg: Springer, 1985.
  12. S. Taylor, and P. A. Todd, "Understanding Information Technology Usage: A test of competing models," Information Systems Research, Vol.42, No.1, pp.85-92, 1995.
  13. D. R. Compeau, and C. A. Higgins, "Computer Self-Efficacy: Development of a Measure and Initial Test," MIS Quarterly, Vol.19, No.2, pp. 189-211, 1995. https://doi.org/10.2307/249688
  14. I. Ajzen and M. Fishbein, Understanding Attitudes and Predicting Social Behavior. Englewood, NJ: Prentice-Hall, 1980.
  15. Y. Na and B. Hong, "The Effect of the Perceived Risk, Trust of Internet Shopping on the Perceived Usefulness, Attitude, and Purchase Intention of the Fashion Merchandise," Journal of the Korean Society of Clothing and Textiles, Vol.32 No.5, pp.834-845, 2008. https://doi.org/10.5850/JKSCT.2008.32.5.834
  16. E. Karahanna, D. W. Straub, and N.L. Chervany, "Information Technology Adoption across Time," MIS Quarterly, Vol.23, No.2, pp.183-213, 1999. https://doi.org/10.2307/249751
  17. H. C. Lucas and V. K. Spitler, "Technology Use and Performance: A Field Study of Broker Workstations," Decision Sciences, Vol.30, No.2, pp.291-311, 1999. https://doi.org/10.1111/j.1540-5915.1999.tb01611.x
  18. V. Venkatesh and M. G. Morris, "Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior," MIS Quarterly, Vol.24, No.1, pp.115-139, 2000. https://doi.org/10.2307/3250981
  19. M. Igbaria, "User Acceptance of Microcomputer Technology: An Empirical Test," Omega, Vol.21, No.1, pp.73-90, 1993. https://doi.org/10.1016/0305-0483(93)90040-R
  20. C. E, Downing, "Rhetoric or Reality? The Professed Satisfaction of Older Customers with Information Technology," Journal of End User Computing, Vol.9, No.1, pp.15-27, 1997. https://doi.org/10.4018/joeuc.1997010102
  21. J. A. Cazier, B. B. M. Shao, and R. D Louis, "E-business differentiation through value-based trust," Information & Management, Vol.43, pp.718-727, 2006. https://doi.org/10.1016/j.im.2006.03.006
  22. D. L. Hoffman, T. P. Novak, and M. Peralta, "Building Consumer Trust Online," Communication of The ACM, Vol.42, No.4, pp.80-85, 1999.
  23. C. C. Matthew, and K. O. Lee, "Trust in Internet Shopping: A Propose Model and Measurement Instrument," Proceedings of the America Conference on Information System, pp.681-689, 2000.
  24. D. Gefen, "E-Commerce: The Role of Familiarity and Trust," Omega, Vol.28, pp.725-737, 2000. https://doi.org/10.1016/S0305-0483(00)00021-9
  25. S. L. Jarvenpaa, N. Tractinsky, and M. Vitale, "Consumer Trust in an Internet Store," Information Technology and Management, Vol.1, No.1-2, pp.45-71, 2000. https://doi.org/10.1023/A:1019104520776
  26. P. Luarn, and W. J. Juo, "The role of trust in technology within the TAM in the context of NFC mobile payment," Journal of Information and Optimization Sciences, Vol.31, No.4, pp. 875-896. 2010. https://doi.org/10.1080/02522667.2010.10700000
  27. P. Palvia, "The role of trust in e-commerce relational exchange: A unified model," Information & Management, Vol.46, No.4, pp.213-220. 2009. https://doi.org/10.1016/j.im.2009.02.003
  28. S. C. Park, Y. J. Lee, and J. W. Kim, "Effects of Website Quality on Transaction Intentions in Internet Shopping: An Empirical Analysis of Mediating effects of Trust and Satisfaction," Management Science & Financial Engineering, Vol.21, No.2. pp.123-143. 2004.
  29. S. S. Hyun, J. H. Heu, and Y. K. Na, "Transactions : The Effect of the Service Quality, WOM(afternote), and Reputation of On-Line Shopping-Mall on the Trust and Loyalty," Fashion & Textile Research Journal, Vol.10, No.5, pp.607-617, 2008.
  30. S. H. Kim, Y. I. Kim, and H. C. Kim, "The effects on Behavior Intention of e-Commerce Users by the Online Trust Building Factors -The Case of Pension Website," Tourism Research, Vol.26, No.5, pp.109-126. 2011.
  31. K. Wu, Y. Zhao, Q. Zhu, X. Tan, and H. Zheng, "A meta-analysis of the impact of trust on technology acceptance model: Investigation of moderating influence of subject and context type," International Journal of Information Management, Vol.31, No.6, pp.572-581. 2011. https://doi.org/10.1016/j.ijinfomgt.2011.03.004
  32. D. H. Mcknight. V. Choudhury, and C. Kacmar, "The impact of initial consumer trust on intentions to transact with a web site: a trust building model." Journal of Strategic Information Systems, Vol.11, pp.297-323, 2002. https://doi.org/10.1016/S0963-8687(02)00020-3
  33. S. H. Kim, Y. I. Kim, and J. K. Oh, "A study on the Influence "On-line" based leisure activities on leisure satisfaction, loneliness and quality of life: Focusing on undergraduates' perceptions" Journal of Hotel Administration, Vol.19, No.1, pp.73-88. 2010.
  34. Y. Chung, "The Study on the Factors Influencing the Purchasing Intention of Experiential Products: Focusing on the Benefit and Cost of Wines," Journal of Hotel Administration, Vol.20 No.6, pp. 103-113, 2011.
  35. M. Koufaris, and W. Hampton-Sosa "The development of initial trust in an online company by new customers," Information & Management, Vol.41, No.3, pp.377-397. 2004. https://doi.org/10.1016/j.im.2003.08.004
  36. B. Lee, "The Effect of Hotel Website"s Interactivity on Website"s Trust and Intention of Revisiting," Service Industrial Research. Vol.6, No.1, pp.37-59, 2009.
  37. Coopre-Martin Elizabeth "Consumers and Movies: Some Findings on Experiential Products," Advances in Consumer Research, Vol.18, pp.372-378, 1991.
  38. C. Hirschman, Elizabeth and Morris B. Holbrook, "Hedonic Consumption: Emerging Concepts, Methods and Propositions." Journal of Marketing, Vol.46, No.3, pp.92-101, 1982.
  39. F. D. Davis, "User acceptance of computer technology: system characteristics, user perceptions," International Journal of Man-Machine Studies, Vol.38, No.3, pp.475-87, 1993. https://doi.org/10.1006/imms.1993.1022
  40. F. D. Davis, R. Bagozzi, and P. R. Warshaw, "User acceptance of computer technology: A comparison of two theoretical models," Management Science, Vol.35, No.8, pp.982-1003, 1989. https://doi.org/10.1287/mnsc.35.8.982
  41. K. Mathieson, "Predicting user intentions: Comparing the technology of planned behavior," Information Systems Research, Vol.2, No.3, pp.173-191, 1991. https://doi.org/10.1287/isre.2.3.173
  42. B. Szajna, "Empirical Evaluation of the Revised Technology Acceptance Model", Management Science, Vol.42, No.1, pp.85-92, 1996. https://doi.org/10.1287/mnsc.42.1.85
  43. M. T. Dishaw and D. M. Strong, "Supporting Software Maintenance with Software Engineering Tools: A Computed Task- Technology Fit Analysis," Journal of Systems and Software, Vol.44, No.2, pp.107-120, 1998. https://doi.org/10.1016/S0164-1212(98)10048-1
  44. M. Igbaria, N. Zinatelli, P. Cragg, and A.L.M. Cavaye, "Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model," MIS Quarterly, Vol.21, No.3, pp.279-305, 1997. https://doi.org/10.2307/249498
  45. D. Gefen and D. W. Straub, "Managing user trust in B2C e-services," E-service Journal, Vol.2, No2, pp.7-24. 2003.
  46. L. R. Vijayasarathy, "Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model," Information & Management, Vol.41, No.6, pp.747-762, 2004. https://doi.org/10.1016/j.im.2003.08.011
  47. K. C. Laudon, "Environmental and Institutional Models of Systems Development: A National Criminal History System," Communications of the ACM, Vol.28, No.7, pp.728-748, 1985. https://doi.org/10.1145/3894.3899
  48. R. B. Cooper and R. W. Zmud, "Information Technology Implementation Research: A Technological Diffusion Approach," Management Science, Vol.36, No.2, pp.123-139, 1990. https://doi.org/10.1287/mnsc.36.2.123
  49. J. Hartwick and H. Barki, "Explaining the role of user participation in information system use," Management Science, Vol.40, No.4, pp.440-465, 1994. https://doi.org/10.1287/mnsc.40.4.440
  50. V. Venkatesh, "Computers and Other Interactive Technologies for the Home," Communications of the ACM, Vol.39, No.12, pp.47-54, 1996.
  51. R. E. Rice, A. E. Grand, J. Schmitz, and J. Torobin, "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging," Social Networks, Vol.12, No.1, pp.27-55. 1990. https://doi.org/10.1016/0378-8733(90)90021-Z
  52. H. C. Triandis, Values, attitudes, and interpersonal behavior. In H. Howe & M. Page(Eds.), Nebraska symposium on motivation 1979,195-295. Lincoln, NE: University of Nebraska Press, 1980.
  53. V. Venkatesh, and F. D. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, Vol.46, No.2, pp.186-204, 2000. https://doi.org/10.1287/mnsc.46.2.186.11926
  54. A. E. Al-Jafar, "Factors affecting diffusion of the electronic medical record(EMR) from a physicians' perspective: The Kuwait experience," Dissertation Abstracts International, 2002, 5.
  55. H. Lu, C. H Su, and H. Hsu, "An empirical study of the effect of perceived risk upon intention to use online applications," Information Management & Computer Security, Vol.13, No.2/3, pp.106-120, 2005. https://doi.org/10.1108/09685220510589299
  56. B. Su, "Consumer E-Tailer Choice Strategies at On-Line Shopping Comparison Sites," International Journal of Electronic Commerce, Vol.11, No.3, pp.135-159, 2007. https://doi.org/10.2753/JEC1086-4415110305
  57. S. M. Furnell and T. Karweni, "Security implications of electronic commerce: a survey of consumers and business," Electronic Networking Applications and Policy, Vol.9, No.5, pp.372-382, 1999. https://doi.org/10.1108/10662249910297778
  58. J. F. Engel, and R. D. Blackwell, Consumer behavior, NewYork; Hotel, Rinehart & Winston, 1982.
  59. Y. Xu, W. Kim., and P. Vitharana, "Building initial online trust: a social learning theory perspective and application on brick-and-click companies," Management. Vol.8. pp.1-38, 2006.
  60. G. L. Lohse and P. Spiller, "Electronic shopping: Quantifying the effect of customer interfaces on traffic and sales," Communications of the ACM, Vol.41, No.7, pp.81-87, 1998.
  61. C. M. K. Cheung and M. K. O. Lee. "Understanding consumer trust in internet shopping: A multidisciplinary approach," Journal of the American society for information science and technology, Vol.57, No.4, pp.479-492, 2006. https://doi.org/10.1002/asi.20312
  62. J. F. Engel, R. D. Blackwell, and P. W. Miniard, Consumer behavior(8thed.), IL., Dryden Press, 1995.
  63. S. L. Jarvenpaa and P. A. Todd. "Consumer reaction to electronic shopping on the www," International Journal of Electronic Commerce, Vol.1, No.2. pp.59-88. 1997.
  64. F. F. Reicheld and R. Schefer, "E-loyalty: Your secret weapons on th Web," Harvard Business Review, Vol.7, No.8, pp.105-113. 2000.
  65. S. Quinton, and S. Harridge-March, "Trust and online wine purchasing: insights into UK consumer behaviour," International Journal of Wine Business Research, Vol.20, No1, pp.68-85. 2008. https://doi.org/10.1108/17511060810864624
  66. A. Poddar, N. Donthu, N., and Y. Wei, "Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality," Journal of Business Research, Vol.62, No.4, pp.441-450, 2009. https://doi.org/10.1016/j.jbusres.2008.01.036
  67. J. U. Kim, W. J. Kim, and S. C. Park, "Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping," Computers in Human Behavior, Vol.26, No.5, pp.1208-1222. 2010. https://doi.org/10.1016/j.chb.2010.03.032
  68. J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson, and R. L. Tatham, Multivariate Data Analysis, 6th ed., Upper Saddle River, NJ: Pearson, 2006.
  69. J. C. Nunnally, Psychometric Theory. New York: McGraw-Hill, 1978.
  70. H. S. Lee, Principle of research paper for social science, Hankyungsa. 2009.
  71. M. Baron and A. Kenny, "The Moderator Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, Vol.51, pp.1173-1182, 1986. https://doi.org/10.1037/0022-3514.51.6.1173
  72. S. Hong, "Examination of an Adaptive Model of Technology Acceptance Model and Trust for Online Purchasing Intentions of Sport Products," The Korean Journal of Physical Education, Vol.51, No.6, pp.201-213, 2012.

Cited by

  1. 자율주행자동차 구매의도에 미치는 영향요인 연구 -확장된 기술수용모델을 중심으로- vol.18, pp.3, 2018, https://doi.org/10.5392/jkca.2018.18.03.081
  2. Examination the Factors that Influence Online Food Purchase Intention : An Empirical Study Based on the Technology Acceptance Model (TAM) vol.31, pp.5, 2021, https://doi.org/10.17495/easdl.2021.10.31.5.320