[논문]온라인 정보원천이 인터넷 쇼핑몰 소비자만족에 미치는 영향

박경자; 장희영; 노희옥

doi:10.5859/kais.2011.20.1.021

[국내논문] 온라인 정보원천이 인터넷 쇼핑몰 소비자만족에 미치는 영향
The Impact of Online Information Source on Consumer Satisfaction in the Internet Shopping Mall 원문보기

정보시스템연구 = The Journal of information systems, v.20 no.1, 2011년, pp.21 - 40

박경자 (전남대학교 경영학부) , 장희영 (전남대학교 경영연구소) , 노희옥 (순천대학교 중소기업경영연구소)

초록
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웹이라는 환경은 다양한 정보원천을 생성해냈고, 온라인 소비자는 시간과 노력의 비용을 줄여 보다 합리적인 의사결정을 하기 위하여 웹 정보탐색을 한다. 특히 인터넷 환경은 정보를 획득하는 비용을 낮춤으로써 유용한 정보원천의 역할을 수행하고 있다(Bakos, 1997; Bar-Ilan, 2001). 그러나 너무 많은 정보는 오히려 소비자들의 의사결정을 방해할 수 있는데, 이때 소비자들은 정보원천에 대한 인지경향, 즉 신념수준을 가지고 자신에게 필요한 정보를 취사선택하게 된다(Schuman and Johnson, 1976). 이러한 관점에서 온라인상에서의 구매의사결정과 관련해서 주요하게 참조되는 정보원천을 파악하는 것은 의미있는 일이라 할 수 있다. 이에 본 연구에서는 사전조사를 통해 온라인 주요 정보원천으로 온라인 구매경험, 온라인 구전정보, 판매자 정보를 도출하였다. 그리고 이러한 정보원천이 제품만족, 정보만족에 미치는 영향관계를 알아보고, 이어서 정보만족과 제품만족이 인터넷 쇼핑몰에 대한 소비자의 전반적인 만족에 미치는 영향을 살펴보았다. 분석결과, 온라인 정보원천의 모든 변수들이 정보만족에 유의한 영향관계를 갖는 것으로 나타났으며, 제품만족과의 관계에서는 판매자 제공정보가 유의하지 않게 나타났다. 또한 정보만족과 제품만족 모두 소비자의 전반적인 만족에 유의한 영향을 미치는 것으로 나타났다. 이와 같은 결과는 온라인상에서의 정보의 중요성을 입증하는 것으로, 온라인 소비자의 정보원천에 대한 이용과 평가를 이해하는데 새로운 시각을 제공해주고, 정보원천에 대한 관리와 활용에 관한 실무적 시사점을 제시해 줄 것으로 기대된다.

주제어

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문제 정의

Blogdett and Hill(1991) have suggested that it is important to know which information sources the consumers have depended upon for the final decision making, thereby needing to have the consumer information exploration in the qualitative perspective. In these perspectives, this study intends to find what the information sources meaningful to consumers are and to know whether there is a difference between information sources in the product satisfaction. First, through the related studies and prior surveys, the information sources were comprised of the internal information source like purchase experience as the online information source, of the external information source like the online transmission from consumer rating, and of the information provided by the sellers about the product or service.
This study has defined the product satisfaction as the “evaluation through the comparison of purchase result with the expectation created about a product upon exploration of the information.

가설 설정

Hypotheses 1, Online purchase experience is positively associated with information satisfaction.
Hypotheses 2, Online purchase experience is positively associated with product satisfaction.
Hypotheses 3, Online WOM information is positively associated with information satisfaction.
Hypotheses 5, Seller provided information is positively associated with information satisfaction.
Hypotheses 6, Seller provided information is positively associated with product satisfaction.
Hypotheses 7, Information satisfaction is positively associated with overall satisfaction of the consumer.
Hypotheses 8, Product satisfaction is positively associated with overall satisfaction of the consumer.

제안 방법

The results of this research provide implications in terms of theoretical perspectives as the followings. First one is the fact that we derive online purchase experience, online WOM information, and seller provided information as the most commonly used sources of information in the online space through literature review and execution of preliminary survey in the group interviews. Second one is that, while prior researches on online information sources have focused on only one source of information, we make it possible to investigate the information use behaviors of consumers more practically and more comprehensively by looking at multiple sources of information combined with each other.
We conducted an exploratory factor analysis to evaluate their uni-dimensionality. In order to assess the construct validity of the instruments, a principal-component factor analysis with Varimax rotation was conducted. Furthermore, the majority of the factor loadings for the items appeared to be above 0.
To measure the information satisfaction, product satisfaction and consumer satisfaction, this study has modified the measurement items such as “positive, satisfactory, wise and fine”(Oliver 1980) appropriately for this study and has conducted the measurement on the scale of 7 points for the respective 4 questions.
We performed preliminary survey on the sources of information that people who have experiences of using the Internet shopping malls are using in purchase decision making in advance. We derive online purchase experience, online WOM information, and seller provided information as the main sources of information in information search from the results of preliminary survey. By examining the recognition and evaluation of consumers for the information sources in the information exploration activities of Internet shopping mall, we proposed the model as shown on Fig.

대상 데이터

Through literature review and group interviews, we examined many sources of information that people can refer to in relation to the purchase on the on-line space. In order to find the online information sources before conducting this survey, this study has organized the variables of this study upon drawing the purchase experience, online WOM information and seller provided information after conducting a survey of 100 college students. Total 405 responses were collected in KOREA, Republic of.

이론/모형

We utilize th Harman's one-factor test(Podsakoff & Organ, 1986) to examine the extent of the common method bias that may exist in this study.

성능/효과

First looking at the hypothesis results of this study, the hypothesis 1 that the online purchase experience would have a positive(+) relation on information satisfaction has yielded a statistically significant result with the t-value of 2.31(p<0.05) and the hypothesis 2 that the online purchase experience would hold a positive(+) relation on product satisfaction was also supported as the result was found to be statistically significant with the t-value of 3.55(p<0.01).
Second, the hypothesis 3 that the online WOM information would have a positive(+) relation on information satisfaction and hypothesis 4 that would hold a positive(+) relation on product satisfaction were supported as the results were found to be statistically significant with the respective t-values of 4.01(p<0.01) and 2.32(p<0.05).
Third, the hypothesis 5 that the seller provided information would have a positive(+) relation on information satisfaction has shown a statistically significant result with the t-value of 2.19(p<0.05) but the hypothesis 6 that the seller provided information would hold a positive(+) relation on product satisfaction was rejected with the t-value of 1.04(p<0.05).

후속연구

First, through the related studies and prior surveys, the information sources were comprised of the internal information source like purchase experience as the online information source, of the external information source like the online transmission from consumer rating, and of the information provided by the sellers about the product or service. Also, this study intends to examine the relation between satisfactions by understanding the recognition of consumers for each information sources.
Also, this study was conducted while targeting people in the 20's but in the future studies, it would be necessary to have additional review on the related variables while overcoming the limitations above.
In this respect, a number of elements such as products and services, technical characteristics, and related qualities have been suggested as those that influence on the satisfaction of online consumers. This study intends to examine the information search activities, especially about the information source, in the Internet shopping malls. The web environment creates various information sources and the online consumer searches information for the reasonable decision-making by cutting the time and effort while reducing the risk recognized in the online purchase situation.

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