The Role of Online Product Information in the Relationship between Quality, Preference and Customer's Purchase Intention

• 발행기관: 한국IT서비스학회
• 저자명: 이정(Jung Lee) 이재남(Jae-Nam Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제8권 제2호, 205~228쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

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.

키워드

Product information customer's purchase intention quality preference product type information type PLS