$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

인지된 공정성이 오픈마켓의 만족과 지속적 이용의도에 미치는 영향
The Effects of Perceived Equity on Satisfaction and Continuance Intention in Openmarket 원문보기

한국경영과학회지 = Journal of the Korean Operations Research and Management Science Society, v.35 no.3, 2010년, pp.1 - 24  

홍문경 (국민대학교 BIT 전문대학원) ,  곽기영 (국민대학교 경영정보학부)

Abstract AI-Helper 아이콘AI-Helper

As the Internet is explosively growing and the market is rapidly globalized, many entrepreneurs have been given an impetus to take on the function of the intermediation between providers and customers. Organizations performing the mediating roles in the cyberspace are termed 'cybermediary' and often...

주제어

질의응답

핵심어 질문 논문에서 추출한 답변
온라인 구전커뮤니케이션이 오프라인에 비해 더 큰 영향력을 발휘할 수 있는 이유는? 온라인 구전커뮤니케이션은 오프라인에 비해 보다 더 큰 영향력을 발휘할 수 있다. 이는 온라인에서는 정보의 작성과 배포가 용이하고 시간의 제약이 없기 때문에 쌍방 간에 의사소통 뿐만이 아니라 다수와의 의사소통이 가능하기 때문이다[15]. 온라인 상에서는 매체의 특성상 게시판이나 이메일, 커뮤니티 등을 통해 정보를 쉽게 교환할 수 있기 때문에 언제든 불만사항을 쉽게 전할 수 있으며 심한 경우 안티싸이트를 만들기도 한다.
오픈마켓의 등장으로 인한 영향은? 이러한 특징을 갖는 거래기반 사이버미디어리는 한국에서는 ‘오픈마켓’이라는 이름으로 폭넓게 서비스되고 있다. 오픈마켓의 등장으로 판매자들은 적은 비용으로 자신의 상점을 열 수 있게 되었고 진입장벽이 낮아져 수많은 개인 판매자들 간 경쟁이 촉발되어 소비자는 다양한 상품을 보다 저렴한 가격으로 구매할 수 있게 되었다. 판매자와 소비자 간의 이해관계가 일치하면서 오픈마켓의 거래량과 수익이 급증하게 되었는데 국내 거래규모는 2007년 약 7조 9000억 원에 이르렀으며 시장점유율은 G마켓 41%, 옥션 35%, 기타 24%였으며, 2008년 초 SK텔레콤까지 오픈마켓에 진출한 상황이다[2].
소비자 유지요소로서 중요한 역할을 하는 만족은 어떻게 나눌 수 있는가? 소비자 유지요소로서 중요한 역할을 하는 만족은 개별거래 수준의 만족, 포괄적인 수준의 만족, 그리고 서비스 회복만족으로 나누어 볼 수 있으며 본 연구에서는 이 가운데 포괄적인 수준의 만족과 서비스 회복만족에 초점을 맞춘다. Iacobucci et al.
질의응답 정보가 도움이 되었나요?

참고문헌 (86)

  1. 김성숙, "인터넷 오픈마켓에 대한 소비자신뢰와 구매의도에 관한 연구", 소비문화연구, 제12권, 제1호(2009), pp.167-188. 

  2. 매일경제, "SK텔레콤, 오픈마켓 진출 업계 3위 목표", 2008년 2월 27일. 

  3. 서울특별시전자상거래센터, "사이버 쇼핑몰 월 거래액 1조 5000억 돌파", 2008년 2월 11일. 

  4. 세계일보, "인터넷 쇼핑몰 피해 지속증가", 2008년 1월 9일. 

  5. 오병철, "통신판매업자의 불법행위에 대한 통신 판매중개자(오픈마켓)의 책임-서울중앙지방법원 2008. 11. 20, 2006가합46488 판결을 중심으로", 재산법연구, 제26권, 제1호(2009), pp.183-212. 

  6. 이주량, "오픈마켓에 대한 구매자 만족과 선호의 영향요인 이해 : 오픈마켓과 종합인터넷 쇼핑몰의 비교연구", 경영정보학연구, 제14권, 제4호(2006), pp.49-70. 

  7. 장영혜, 박명호, "인터넷 쇼핑몰 업체의 서비스 실패요인과 회복전략에 관한 탐색적 연구", 소비문화연구, 제8권, 제4호(2005), pp.143-160. 

  8. 광고정보센터, 2003 Korea Netizen Profile Survey(http://www.adic.co.kr/event/knp/ survey.jsp). 

  9. 방송통신위원회, 한국인터넷진흥원, 2009년 인터넷이용실태조사, 2009(http ://www.kisa.or.kr). 

  10. Anderson, J.C. and D.W. Gerbing, "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach," Psychological Bulletin, Vol.103(1988), pp.411-423. 

  11. Anderson, T.W., "Antecedents to Satisfaction with Service Recovery," European Journal of Marketing, Vol.34, No.1/2(2000). 

  12. Ang, S. and S.A. Slaughter, "Work Outcome and Job Design for Contract Versus Permanent Information Systems Professionals on Software Development Teams," MIS Quarterly, Vol.25, No.3(2001), pp.321-350. 

  13. Assael, H., Consumer Behavior.A Strategic Approach, Houghton Mifflin, Boston, 2004. 

  14. Bearden, W.O. and T.E. Teel, "Selected Determinants of Consumer Satisfaction and Complaint Reports," Journal of Marketing Research, Vol.20(1983), pp.21-28. 

  15. Berry, L.L., "Relationship Marketing of Service- Growing Interest, Emerging Perspectives," Journal of the Academy of Marketing Science, Vol.23, No.4(1995), pp.236-245. 

  16. Bhattacherjee, A., "Acceptance of E-commerce Services : The Case of Electronic Brokerages," IEEE Transaction on Systems, Man, and Cybernetics, Vol.30, No.4(2000), pp.411-420. 

  17. Bhattacherjee, A., "An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance," Decision Support Systems, Vol.32(2001a), pp.201-214. 

  18. Bhattacherjee, A., "Undestanding Information Systems Continuance : An Expectation-Confirmation Model," MIS Quarterly, Vol.25, No.3(2001b), pp.351-270. 

  19. Bies, R.J. and D.L. Shapiro, "Interactional Fairness Judgments : The Influence of Causes Accounts," Social Justice Research, Vol.1 (1987), pp.199-218. 

  20. Bitner, M.J., M.B. Bernard, and M.S. Tetreault, "The Service Encounter : Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, Vol.54(1990), pp.71-85. 

  21. Blodgett, J.G., D. Hill, and S.S. Tax, "The Effects of Distributive, Procedural, and Interactional Justice on Complaints Behavior, Repatronage Intentions and Negative Wordof- Mouth Intentions," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol.6(1993), pp.100-110. 

  22. Blodgett, J.G., D. Hill, and S.S. Tax, "The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior," Journal of Retailing, Vol.73, No.2(1997), pp.185-210. 

  23. Blodgett, J.G., K.L. Wakefield, and J.H. Barnes, "The Effects of Consumer Service on Consumer Complaining Behavior," Journal of Service Marketing, Vol.9, No.4(1995), pp.31-34. 

  24. Brokner, J. and J. Greenberg, "The Impact of Layoffs of Survivors : An Organizational Justice Perspective," in Carrill, J.(ed.), Applied Social Psychology : Business Settings, NJ : Erlbaum, Hillsdale(1990), pp.45-75. 

  25. Clemmer, E.C., "An Investigation into Relationships of Justice and Customer Satisfaction with Services," in Cropanzano, R.(ed.), Justice in the Workplace : Approaching Fairness in Human Resources Management, NJ; Erlbaum, Hillsdale, 1993. 

  26. Cook. K.S. and D.M. Messick, "Psychological and Sociological Perspectives on Distributive justice : Convergent, Divergent and Parallel Lines," in Messick, D.M. and Cook, K.S.(ed.), Equity Theory : Psychological and Sociological Perspectives, New York : Praeger, NY, 1983, pp.1-13. 

  27. Cronin, J.J., M.K. Brady, and G.T. Hult, "Assessing the effects of Quality," Value, and Customer Satisfaction on Journal of Retailing, Vol.76, No.2(2000), pp.193-218. 

  28. Dabholkar, P.A., C.D. Shepard, and D.I. Thorpe, "A Comprehensive Framework for Service Quality : An Investigation of Critical Conceptual and Measurement Issues through a Longitudinal Study," Journal of Retailing, Vol.76, No.2(2000), pp.982-1003. 

  29. de Laat, P.B., "Emerging Roles for Third Parties in Cyberspace," Ethics and Information Technology, Vol.3(2001), pp.267-276. 

  30. Demaio, A., "Socio-Technical Methods for Informaion Systems Design," in The Information Systems Environment, Lucas, H.C., Land, F.F. and Supper, K.(ed.), North-Holland Publishing Company, Amsterdam, The Netherlands, 1980. 

  31. de Ruyter, K. and M. Wetzels, "Customer Equity Considerations in Service Recovery : A Cross-Industry Perspective," International Journal of Service Industry Management, Vol.11, No.1(2000), pp.91-108. 

  32. Dube, L. and M. Maute, "The Antecedents of Brand Switching, Brand Loyalty and Verbal Responses to Service Failure," in Swarts, T. and Brown, S.(ed.), Advances in Service Marketing and Management : Research and Practice, CT : JAI, Greenwich, Vol.5(1996), pp.127-151. 

  33. Erevelles, S. and C. Leavitt, "A Comparison of Current Models of Consumer Satisfaction/ dissatisfaction," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol.5(1992), pp.104-114. 

  34. Fiske, S.T., "Attention and Weight in Person Perception : The Impact of Negative and Extreme Behavior," Journal of Personality and Social Psychology, Vol.38(1980), pp.889- 906. 

  35. Floger, R. and M.A. Konovsky, "Effects of Procedural and Distributive Justice on Reactions to Pay Raise Decisions," Academy of Management Journal, Vol.32(1989), pp.115-130. 

  36. Fornell, C. and D.F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement error," Management Science, Vol.40(1981), pp.440-465. 

  37. Fournier, S. and D.G. Mick, "Rediscovering satisfaction," Journal of Marketing, Vol.64 (1999), pp.5-23. 

  38. Gefen, D., D.W. Straub, and M.C. Boudreau, "Structural Equation Modeling and Regression: Guidelines for Research Practice," Communications of the Association for Information Systems, Vol.4(2000), pp.1-70. 

  39. Geyskens, I. and J. Steenkamp, "Economic and Social Satisfaction : Measurement and Relevance to Marketing Channel Relationships," Journal of Retailing, Vol.76, No.1 (2000), pp.11-32. 

  40. Goodwin, C. and I. Ross, "Consumer Evaluations of Response to Complaints : What's Fair and Why," Journal of Service Marketing, Vol.4(1990), pp.53-61. 

  41. Goodwin, C. and I. Ross, "Consumer Responses to Service Failures : Influence of Procedural and International Fairness Perceptions," Journal of Business Research, Vol.25(1992), pp.149-163. 

  42. Greenberg, J., The Quest for Justice on the Job : Essays and Experiments, Thousand Oaks, CA : Sage Publication, 1995. 

  43. Greenberg, J. and C. McCarty, "The Interpersonal Aspects of Procedural Justice : A New Perspective in Pay Fairness," Labor Law Journal, Vol.41(1990), pp.580-585. 

  44. Hair, J.T., R.E. Anderson, R.L. Tatham, and W.C. Black, Multivariate Data Analysis, 5th ed., Upper Saddle River, NJ : Prentice Hall, (1998), pp.1-730. 

  45. Hart, C.W.L., J.L. Heskett, and W.E. Sasser, "The Profitable Art of Service Recovery," Harvard Business Review, Vol.68(1990), pp. 148-156. 

  46. Hillier, P.K., G.M. Heursen, R.A. Carr, and J.A. Richard, "Customer Repurchase Intention : A General Structural Equation Model," European Journal of Marketing, Vol.37, No.11/12(2003), pp.1762-1800. 

  47. Hoffman, G.D., S.W. Kelly, and H.M. Rotalsky, "Tracking Service Failures and Employee Recovery Efforts," Journal of Services Marketing, Vol.9, No.2(1995), pp.49-61. 

  48. Hui, M. and K. Au, "Justice Perceptions of Complaint-Handling : Across-Cultural Comparison between PRC and Canadian Customers," Journal of Business Research, Vol. 52, No.2(2001), pp.161-173. 

  49. Iacobucci, D., K.A. Grayson, and A.L. Ostrom, "The Calculus of Service Quality and Customer Satisfaction:Theoretical and Empirical Differentiation and Integration," Advances in Services Marketing and Management, Vol.3(1994), pp.1-67. 

  50. Johnston, R., "Service Failure and Recovery : Impact, Attributes and Process," Advances in Services Marketing and Management," Vol.6, No.2(1995), pp.46-61. 

  51. Joshi, K., "An Investigation of Equity as a Determinant of User Information Satisfaction," Decision Sciences, Vol.21, No.4(1990), pp.786-807. 

  52. Jutla, D.N., B. Peter, H. Catherine, and D. Charles, "Making Business Sense of Electronic Commerce," IEEE Computer Society, Vol.32, No.3(1999), pp.67-75. 

  53. Katz, K., B. Larson, and R. Larson, "Prescription for the Waiting in Line Blues : Entertain, Englighten, and Engage," Sloan Management Review(1991), pp.44-53. 

  54. Kelly, S.W. and M.A. Davis, "Antecedents to Customer Expectations for Service Recovery," Journal of the Academy of Marketing Science, Vol.22, No.1(1994), pp.52-61. 

  55. Koermer, C.D., "Services Provider Type as a Predictor of the Relationship between Sociality and Customer Satisfaction," Journal of Business Communication, Vol.42, No.3 (2005), pp.247-264. 

  56. LaBarbera, P.A. and D. Mazursky, "A Longitudinal Assessment of Consumer Satisfaction/ Dissatisfaction : The Dynamic Aspect of Cognitive Process," Journal of Marketing Research, Vol.20(1983), pp.393-404. 

  57. Leventhal, J., J. Karuza, and W.R. Fry, "Beyond Fairness : A theory of Allocation Preference," in Mikula, G.(ed.), Justice and Social Interaction, New York : Springer- Verlag, (1980), pp.167-218. 

  58. Lind, E.A. and T.R. Tyler, The Social of Procedural Justice, Plenum Press, New York, 1988. 

  59. Mansfield, P. and J. Warwick, "The Impact of Post-Complaint Satisfaction with the Salesperson, Retailer, and Manufacturer on Relationship Commitment," Marketing Management Journal, Vol.12, No.2(2002), pp. 10-22. 

  60. Mathieson, K., "Predicting User Intentions : Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, Vol.2, No.3 (1991), pp.173-191. 

  61. Mattila, A.S. and D. Crange, "The Impact of Choice on Fairness in the Context of Service Recovery," Journal of Services Marketing, Vol.19, No.5(2005), pp.271-279. 

  62. Mattila, A.S. and P.G. Patterson, "Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts," Journal of Service Research, Vol.6, No.4(2004), pp.336-346. 

  63. Maxham, J.G. III and R.G. Netmeyer, "Modeling Customer Perception of Complaint Handling over Time : The Effects of Perceived Justice on Satisfaction and Intent," Journal of Retailing, Vol.78, No.4(2002), pp.239-252. 

  64. McColl-Kennedy, J.R. and B. Sparks, "Application of Fairness Theory to Service Failures and Service Recovery," Journal of Service Research, Vol.5, No.3(2003), pp.251-266. 

  65. McCollugh, M.A., L.L. Berry, and M.S. Yadav, "An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery," Journal of Service Research, Vol.3, No.2(2000), pp.121-137. 

  66. Mohr, L.A. and M.J. Bitner, "The Role of Employee Effort in Satisfaction with Service Transaction," Journal of Business Research, Vol.32, No.3(1995), pp.249-252. 

  67. Mowen, J.C. and S.J. Grove, "Search Behavior, Price Paid, and the Comparison Other : An Equity Theory Analysis of Post Purchase Satisfaction," in Hunt, H.K. and Day, R.L.(ed.), International Fare in Consumer Satisfaction and Complaining Behavior, IN : Indian University School of Business, Bloomington, (1983), pp.57-63. 

  68. Oliver, R.L., "A CognitiveModel of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research, Vol.17(1980), pp.460-469. 

  69. Oliver, R.L. and W.S. Desarbo, "Response Determinants in Satisfaction Judgments," Journal of Consumer Research, Vol.14(1988), pp.495-507. 

  70. Oliver, R.L., Satisfaction : A Behavioral Perspective on the Customer, McGraw-Hill, New York, 1997. 

  71. Parasuraman, A., V.A. Zeithaml, and L.L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, Vol.49(1985), pp.41-50. 

  72. Parthasarathy, M. and A. Bhattacherjee, "Understanding Post-Adoption Behavior in the Context of Online Services," Information Systems Research, Vol.9 No.4(1998), pp.362-379. 

  73. Sarkar, M.B., B. Butler, and C. Steinfield, "Intermediaries and Cybermediaries : A continuing Role for Mediation Players in the Electronic Marketplace," Journal of Computermediated Communication, Vol.1, No.3(1995). 

  74. Schneider, B. and D. Bowen, "Understanding Consumer Delight and Outrage," Sloan Management Review, Vol.41(1999), pp.35-46. 

  75. Seiders, K. and L.L. Berry, "Service Fairness : What It is and Why It Matters," Academy of Management Executive, Vol.1(1998), pp.5-17. 

  76. Singh, J. and R.E. Wilkes, "When Consumers Complain : A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates," Journal of Academy of Marketing Science, Vol.24, No.4(1996), pp. 350-365. 

  77. Smith, A.K., R.N., Bolton, and J. Wagner, "A Model of Customer Satisfaction with Service Encounter involving Failure and Recovery," Journal of Marketing Research, Vol.36(1999), pp.356-373. 

  78. Spreng, R.A., S.B. MacKenzie, and R.W. Olshavsky, "A Reexamination of the Determinants of Consumer Satisfaction," Journal of Marketing, Vol.60(1996), pp.15-32. 

  79. Stanoevska-Slabeva, K., "The Concept of Federated Electronic Markets," Proceedings of the International Workshop on Advance Issues of E-Commerce and Web-based Information Systems, Santa Clara, CA, 1999. 

  80. Szymanski, D.M. and D.H. Henard, "Customer Satisfaction : A Meta-Analysis of the Empirical Evidence," Journal of the Academy of Marketing Science, Vol.29, No.1(2001), pp.16-35. 

  81. Tax, S.S., S.W. Brown, and M. Chandrashekaran, "Customer Evaluations of Service Complaint Experience : Implication for Relationship Marketing," Journal of Marketing, Vol.62, No.2(1998), pp.60-77. 

  82. Taylor, S., "Waiting for Service : The Relationship between Deals and Evaluations of Service," Journal of Marketing, Vol.58(1994), pp.56-69. 

  83. Tse, D.K., F.M. Nicisia, and P.C. Wilton, "Consumer Satisfaction as a Process," Psychology and Marketing Research, Vol.7 (1990), pp.177-193. 

  84. Weiner, B., "Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, Vol.27, No.3(2000), pp.382-287. 

  85. Weun, S., S. Beatty, and M.A. Jones, "The Impact of Service Failure Severity on Service Recovery Evaluations and Post-Recovery Relationships," Journal of Services Marketing, Vol.18, No.2(2004), pp.133-146. 

  86. Woodruff, R., E.R. Cadotte, and R.L. Jenkins, "Modeling Consumer Satisfaction Process Using Experience-Based Norms," Journal of Marketing Research, Vol.20(1983), pp.296-304. 

저자의 다른 논문 :

섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로