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[국내논문] e-커머스 플랫폼 판매자 신호가 수익에 미치는 영향: 키워드 구체성의 조절 효과를 중심으로
The Effect of E-commerce Platform Seller Signals on Revenue: Focusing on the Moderating Effect of Keyword Specificity 원문보기

경영정보학연구 = Information systems review, v.25 no.2, 2023년, pp.103 - 123  

이중원 (고려대학교 세종경영연구소) ,  유재현 (고려대학교 융합경영학부 디지털경영)

초록
AI-Helper 아이콘AI-Helper

e-커머스 플랫폼 문헌에서 유효한 관점 중 하나는 정보 비대칭 상황에서의 판매자 신호전략이다. 본 연구에서는 판매자의 신호전략이 소비자의 의사결정에 미치는 영향을 체계적으로 탐색하기 위해 신호이론과 쇼핑목표이론을 기반으로 연구모델을 구성하였다. 구체적으로 소비자의 쇼핑 목표에 따라 판매자가 제공하는 신호 효과(i.e., 평판, 온라인 구전 비율, 가격)에 차이가 있는지 분석하였다. 실증분석을 위해서는 대표적인 e-커머스 플랫폼인 아마존을 대상으로 26,246개의 데이터를 수집하여 가우시안 코플라 방법을 활용하였다. 분석결과, 판매자가 제공하는 신호는 수익에 긍정적인 영향을 미치는 것으로 나타났으며, 이러한 효과는 소비자의 쇼핑목표에 따라 조절되는 것으로 분석되었다. 본 연구는 쇼핑목표이론을 기반으로 소비자가 입력하는 키워드에 따라 판매자의 신호전략 효과에 차이가 있다는 점을 발견함으로써 신호이론 및 전자상거래 문헌에 기여하였다.

Abstract ▼ AI-Helper 아이콘AI-Helper

One of the valid perspectives in the e-commerce platform literature is the seller signaling strategy in the information asymmetry situation. In this study, a research model was constructed based on signaling theory and shopping goal theory to systematically explore the effects of a seller's signalin...

주제어

#e-커머스 플랫폼   #판매자 평판   #가격   #온라인 구전 비율   #키워드 구체성  

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