본 연구는 온라인 소비자들의 상품 정보탐색과 함께 정보탐색과정에서 광고매체를 포함한 다양한 상품 정보채널을 어떻게 이용하고 있으며, 상품 정보채널 이용에 있어 상품별로 어떠한 차이가 있는가를 살펴보았다. 정보추구 이론을 중심으로 소비자의 내적 탐색과 상황적 요인들의 효과를 온라인 구매 상황에 적용하여 살펴보았으며, 연구 결과 온라인 구매 경험, 온라인 구매 위험(risk), 온라인 구매 관여도 등은 소비자들의 전반적인 상품 정보탐색에는 긍정적 영향을 미쳤으나, 정보채널 이용 면에서는 상품별로 영향력에 차이를 나타냈다. 또한 온라인 구매 경험이 많은 소비자들은 온라인 정보채널 이용이 많았으나, 온라인 구매 위험이 높은 소비자들은 오프라인 매체의 상품광고나 입소문(word-of-mouth)에 의존하는 경향이 높은 것으로 나타났다.
본 연구는 온라인 소비자들의 상품 정보탐색과 함께 정보탐색과정에서 광고매체를 포함한 다양한 상품 정보채널을 어떻게 이용하고 있으며, 상품 정보채널 이용에 있어 상품별로 어떠한 차이가 있는가를 살펴보았다. 정보추구 이론을 중심으로 소비자의 내적 탐색과 상황적 요인들의 효과를 온라인 구매 상황에 적용하여 살펴보았으며, 연구 결과 온라인 구매 경험, 온라인 구매 위험(risk), 온라인 구매 관여도 등은 소비자들의 전반적인 상품 정보탐색에는 긍정적 영향을 미쳤으나, 정보채널 이용 면에서는 상품별로 영향력에 차이를 나타냈다. 또한 온라인 구매 경험이 많은 소비자들은 온라인 정보채널 이용이 많았으나, 온라인 구매 위험이 높은 소비자들은 오프라인 매체의 상품광고나 입소문(word-of-mouth)에 의존하는 경향이 높은 것으로 나타났다.
This study is to explore online consumers" information search process and use of product information channels including advertising in mass media, articles related to the product, and word-of-mouth. Applying Information Processing Theory to online purchase situation, this study attempts to test the ...
This study is to explore online consumers" information search process and use of product information channels including advertising in mass media, articles related to the product, and word-of-mouth. Applying Information Processing Theory to online purchase situation, this study attempts to test the effects of internal search process and situational variables on information search in online purchase. Considering the online purchase situation, online purchase experience was adopted as one of the determinants of information search in online purchase. The study results indicated the effects of online purchase experience, online purchase risk, and online purchase involvement were positive on overall information search, but it showed the different patterns in terms of use of information channels across product categories. The fact that even those who have more online purchase experience are more likely to search information implies the importance of product information in online purchase. In relation to information channel, while those who have less online purchase experience tend to use less online channels and rather tend to use more offline channels including advertising in mass media and word-of-mouth, those who have more online purchase experience tend to use more online channels for product information. This means that those who are used to online purchase are more likely to rely on online channels, and it suggests that customized online advertising including product information can be efficient to online shoppers in terms of marketing strategy. As increasing online purchase risk, online consumers tend to use more offline channels including advertising and word-of-mouth rather than using online channels across product categories. In addition, the higher online purchase involvement, the higher use of offline advertising and online channels. In product comparison, the digital camera group and laptop computer group indicated the similar patterns in using of information channels, whereas the plasma TV group showed the higher use of online channels in accordance with increasing product experience. It may reflect the limited information channels, in case of a plasma TV, due to the low product distribution.
This study is to explore online consumers" information search process and use of product information channels including advertising in mass media, articles related to the product, and word-of-mouth. Applying Information Processing Theory to online purchase situation, this study attempts to test the effects of internal search process and situational variables on information search in online purchase. Considering the online purchase situation, online purchase experience was adopted as one of the determinants of information search in online purchase. The study results indicated the effects of online purchase experience, online purchase risk, and online purchase involvement were positive on overall information search, but it showed the different patterns in terms of use of information channels across product categories. The fact that even those who have more online purchase experience are more likely to search information implies the importance of product information in online purchase. In relation to information channel, while those who have less online purchase experience tend to use less online channels and rather tend to use more offline channels including advertising in mass media and word-of-mouth, those who have more online purchase experience tend to use more online channels for product information. This means that those who are used to online purchase are more likely to rely on online channels, and it suggests that customized online advertising including product information can be efficient to online shoppers in terms of marketing strategy. As increasing online purchase risk, online consumers tend to use more offline channels including advertising and word-of-mouth rather than using online channels across product categories. In addition, the higher online purchase involvement, the higher use of offline advertising and online channels. In product comparison, the digital camera group and laptop computer group indicated the similar patterns in using of information channels, whereas the plasma TV group showed the higher use of online channels in accordance with increasing product experience. It may reflect the limited information channels, in case of a plasma TV, due to the low product distribution.
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