지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose - The purpose of this research is to find out the relationship between cue utilization and perceived website quality and purchase intention for an online store. To achieve this, we suggest a conceptual model that examines the relationship among product introductions, online communications, online reviews, perceived quality, and online purchase intention.
Research design, data, and methodology - This research utilizes SPSS 19.0 and AMOS17.0 to analyze the data. We used factor analysis to shape the structure of the original data and saved the information with multiple dimensions. We then deployed the AMOS software to analyze the model. We performed both factor analysis and structural equation analysis.
Results - The findings of this study show that graphic and word descriptions, online chatting, and online reviews have a positive influence on perceived quality. Furthermore, perceived quality has a positive influence on purchase intention.
Conclusions - First, detailed product information should be added to influence quality perception. Second, consumers expect a certain level of service while shopping. Simultaneously, online products reviews from consumers deserve attention as they can impact consumer purchase intention.
목차
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참고문헌 (25)
참고문헌 신청
Ailawadi, K.L. / 2001 / Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions / The Journal of Marketing 65 (1) : 71 ~ 89
Akerlof, G. A. / 1970 / The Market for “Lemons”: Quality Uncertainty and the Market Mechanism / The Quarterly Journal of Economics 84 (3) : 488 ~ 500
Amit, P. / 2009 / Web Site Customer Orientations, Web Site Quality, and Purchase Intentions: The Role of Web Site Personality / Journal of Business Research 62 : 441 ~ 450
Anderson, J.G. / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 : 411 ~ 423
Bagozzi, R.P. / 1988 / On the Evaluation of Structual Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Akerlof, G. A. / 1970 / The Market for “Lemons”: Quality Uncertainty and the Market Mechanism / The Quarterly Journal of Economics 84 (3) : 488 ~ 500
Amit, P. / 2009 / Web Site Customer Orientations, Web Site Quality, and Purchase Intentions: The Role of Web Site Personality / Journal of Business Research 62 : 441 ~ 450
Anderson, J.G. / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 : 411 ~ 423
Bagozzi, R.P. / 1988 / On the Evaluation of Structual Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
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