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온라인 쇼핑몰의 특성이 소비자 재방문 의도에 미치는 영향 -온라인 플랫폼 형태 차이를 중심으로-
A Study on the Effect of Characteristics of Shopping Mall on Revisit -Focusing on the difference in online platform form- 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.4, 2021년, pp.73 - 88  

신종국 (부산대학교 경영학과) ,  김재훈 (부산대학교 경영학과) ,  이승현 (부산대학교 경영학과)

초록
AI-Helper 아이콘AI-Helper

현대 산업의 발전과 COVID-19의 출현으로 소비자들의 소비패턴에 변화가 생기면서, 특히 온라인상의 소비가 활발해졌다. 전자상거래가 이루어지는 온라인 쇼핑몰에는 크게 독립형, 임대형, 오픈 마켓형 그리고 스토어팜으로 4가지 플랫폼 유형이 있다. 이 중에서 대표적인 독립형과 스토어팜 형을 비교하여 플랫폼 유형이 소비자의 온라인 쇼핑몰의 특성과 재방문 의도에 어떠한 영향을 미치는지에 대해 연구하였다. 본 연구는 최근 6개월 이내의 설문조사 202건을 분석하였다. 연구의 결과에 따르면 온라인 쇼핑몰의 특성인 신뢰성, 정보성, 편의성 그리고 프로모션 중에서 신뢰성과 정보성은 심리적 혜택에 유의한 영향을 미쳤으며, 프로모션과 편의성은 경제적 혜택에 유의한 영향을 미쳤다. 관계 혜택인 심리적, 경제적 혜택은 재방문 의도에는 유의한 영향이 있다는 것으로 나타났으나 조절 변수인 플랫폼의 형태에 따른 차이는 없는 것으로 나타났다.

Abstract ▼ AI-Helper 아이콘AI-Helper

The development of modern industry is changing the consumption pattern of consumers. With the advent of COVID-19, consumers' consumption using online e-commerce has begun to become more active. Online shopping malls where e-commerce takes place have four types of platforms: stand-alone, rental, open...

주제어

#온라인 쇼핑몰   #쇼핑몰의 특성   #관계 혜택   #재방문 의도   #플랫폼 유형  

표/그림 (11)

참고문헌 (59)

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