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죽음에 대한 걱정 요소가 소비자의 인터넷 구매의도에 미치는 영향에 관한 연구

The Study on the Factors in Death Anxiety Affecting On-line Purchase Intention of Consumers

전자무역연구 v.16 no.4 , 2018년, pp.95 - 116   http://dx.doi.org/10.17255/etr.16.4.201811.95
서현석, 권영균

Purpose: The purpose of this study is to investigate the primary factors that affect consumers e-Trade purchase intention. In detail, we focused on the effect of the anxiety(fear) related to death which was caused by Internet news prior to consumers’ e-trade purchase on their purchase intention based on TMT(Terror Management Theory). Composition/Logic: This study started with background and presented purpose of the study In chapters 1 and 2. We examined previous studies related to TMT. The ‘Purchase Intention’. in chapter 3, we proposed the research model and Hypothesis based on the theoretical background and showed the measurement tool. The empirical analyses was conducted in chapter 4. In chapter 5, we summarized the findings based on statistical analyses and discussed conclusions. The chapter 5 summarized the findings and discussed implications and future research. Findings: The results of the study showed that 'fear of dying process' had a greater positive effect on utilitarian product purchase intention as compared to hedonic product purchase intention. However, the 'fear of unknown’ affected positively on hedonic product purchase intention. The consumer’s self-construal acted as a moderator, between the causal pathway of the fear of dying process and the purchase intention. The 'fear of unknown' was not moderated. Originality/Value: Based on this study, the anxiety conditions such as world-wide terrorism and natural disasters should be take into considerations in understanding consumers’ anxiety reactions caused by negative events. This can help to establish marketing strategies for the e-trade and market place under conditions.

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