Mediating Effect of Informativeness Joyfulness and Trust In Internet Shopping Mall's Image on Consumer's Purchase Intention In Korea

• 발행기관: 한국유통과학회
• 저자명: Kyu-Yeol Shim Myoung-Kil Youn
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 501~506쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

The purpose of this empirical study is to examine not only informativeness, joyfulness, and trust as the key factors of the effects of the Internet shopping mall's initial web page image on consumer's purchase intention but relationship among them as well. Based on antecedent studies, the current study’s empirical analysis has been performed, targeting to the potential customers who experienced the service provided by an Internet shopping mall after looking at the Internet shopping mall's initial web page image. This study shows the key factors affecting customers' purchase intention that the customers' purchase intention has positive relationship with informativeness, joyfulness and trust for Internet shopping mall users. In the view of the Internet shopping mall companies, the higher informativeness as practical benefits provided by the Internet sites and joyfulness as pleasurable benefits users acknowledge, the more positive customers' attitude with trust toward the Internet shopping mall. Firstly, companies in the present day adopt a target marketing method by subdividing the market, selecting a target and setting up status accordingly in order to have competitive advantages of products and services beyond a popular marketing method of the past in which the customer group was regarded as homogeneous. When the characteristics of the internet shopping mall which has commercial objective is considered, it needs an endeavor to subdivide different customers, to understand their features, to set up a proper strategy and to execute that strategy. Secondly, it has a problem of sampling. Despite the effort to secure various samples in demographical terms, it seemed not sufficient to reflect the actual behavior of the shopping mall users. Meanwhile, in order to find factors on the re-purchase intention, it seemed proper to take a questionnaire survey to customers in a specific shopping mall rather than to analyze all shopping malls generally. This would increase customer

목차

Abstract

1. Introduction

2. Theoretical background

3. Study model and hypothesis

4. Methodology

5. Research result

References

키워드

internet shopping mall's image purchase intention informativeness joyfulness trust