온라인 쇼핑몰의 구매결정요인이 행동의도에 미치는 영향

• 영문명: The Influence of Purchasing Decision Factors on Behavioral Intention of Online Shopping Mall: Focusing on A Moderating Effect of Involvement
• 발행기관: 관광경영학회
• 저자명: 이유나 이희찬
• 간행물 정보: 『관광경영연구』제25권 제2호, 459~482쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.03.31

영문 초록

The purpose of this study is to analyze the causal relationship between purchasing decision factors and behavioral intention of online shopping malls based on the literature review. According to the analysis, It appears there is a moderating effect between the high-involvement group and the low-involvement group. The statistical process of data is based on SPSS 21.0 and LIMDEP 8.0. frequency analysis, reliability analysis, factor analysis, correlation analysis, multiple regression analysis, also LR-test are conducted. The results of the study include: First, rapidity, convenience, economic efficiency, and reliability have had a positive impact on behavioral intention. Second, high-involvement has had a moderating effect on the relationship between convenience, reliability with behavioral intention. Third, low-involvement had a moderating effect on the relationship between rapidity, convenience, reliability with behavioral intention. While this study makes academic and practical contributions, it also has limitations as the first study of purchasing decision factors, behavioral intention, and involvement type of the online shopping mall.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Online Shopping Mall Purchasing Decision Factors Behavioral Intention Involvement Moderating Effect LR-test Verification