인터넷쇼핑몰의 속성이 쇼핑가치, 소비자만족 및 고객충성도에 미치는 영향에 관한 연구 (The Effects of Internet Shopping Mall Attributes on Shopping Value, Consumer Satisfaction and Customer Loyalty)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 20권 / 1호 / 63 ~ 86페이지
· 저자명 : 김정권

초록

본 연구에서는 소비자들의 인터넷쇼핑행위를 파악하기 위해 인터넷쇼핑몰의 속성(비즈니스 요인/ 정보시스템 요인)이 쇼핑가치, 소비자 만족 및 고객충성도에 어떠한 영향을 미치는가를 규명하고자 하였다. 인터넷쇼핑몰에서의 비즈니스 요인에는 제품구색, 가격경쟁력 및 서비스품질이 포함되었으며, 정보시스템 요인에는 상호작용성, 정보품질, 시스템품질 및 보안통제가 포함되었다. 가설검증의 결과를 보면, 인터넷쇼핑몰에 있어 소비자 만족은 고객충성도에 통계적으로 유의한 영향을 미치며, 실용적 쇼핑가치/쾌락적 쇼핑가치는 소비자 만족에 통계적으로 유의한 영향을 미치는 중요한 요인으로 판명되었다. 실용적 쇼핑가치의 경우 제품구색, 가격경쟁력, 서비스 품질, 상호작용성, 정보품질, 시스템품질, 보안통제 등 모든 영향요인들이 실용적 쇼핑가치에 통계적으로 유의한 영향을 미치고 있는 것으로 나타났다. 한편 쾌락적 쇼핑가치의 경우에는 가격경쟁력을 제외하고 제품구색, 서비스 품질, 상호자작용성, 정보품질, 시스템품질, 보안통제 등 모든 영향요인들이 쾌락적 쇼핑가치에 통계적으로 유의한 영향을 미치고 있는 것으로 나타났다. 본 연구에서는 인터넷쇼핑몰을 운영하는 기업의 경우 소비자 만족도와 고객충성도를 제고시키기 위해 인터넷마케팅 전략 차원에서 소비자들에게 대한 실용적 쇼핑가치와 쾌락적 쇼핑가치의 강화를 위해 공통적으로 중요시 되어야 할 영향요인으로는 서비스 품질, 정보품질, 시스템 품질, 보안통제 및 제품구색임을 알 수 있었다. 특히 소비자 만족도와 고객충성도의 제고를 위한 두 가지 쇼핑가치의 강화를 위해 매우 중요시 되어야 할 활동으로는 서비스 품질, 정보품질 및 시스템 품질 등의 세 가지 품질수준의 제고와 보안통제의 강화인 것으로 나타났다.

영어초록

The purpose of this study is to investigate the effects of internet shopping mall attributes(business factors/information system factors) on shopping value, customer satisfaction and customer loyalty in internet shopping mall. Since internet shopping behaviors are affected by information system factors and business factors at the same time, both business factors and information system factors need to be considered in the research on the internet shopping behavior of consumers. Product assortment, price competitiveness and service quality are included in the business factors and interactivity, information provision, system quality and security control are included in information system factors.
In addition, consumers consider hedonic shopping values as well as utilitarian shopping values as important factors in internet shopping mall. Therefore, both hedonic shopping values and utilitarian shopping values need to be considered in the research on the internet shopping behavior of consumers.
The results of hypothesis testing represent that the causal relationship of internet shopping mall attributes(business factors/information system factors) and shopping value support the contention that product assortment, price competitiveness, service quality, interactivity, information quality, system quality and security control have an effect on the heightening of the level of utilitarian shopping value, and product assortment, service quality, interactivity, information quality, system quality and security control have an effect on the enhancement of the level of hedonic shopping value. Service quality, information quality, system quality, security control and product assortment appear to affect significantly to the increase of shopping value.
The results of hypothesis testing represent that the causal relationship of shopping values and consumer satisfaction on the internet shopping mall is proved to be identical to the results of existing researches and shopping values are strong factors to determine the level of consumer satisfaction. The hedonic shopping value has an especial important effect on consumer satisfaction. The causal relationship of consumer satisfaction and customer loyalty on the internet shopping mall is proved to be identical to the results of existing researches and consumer satisfaction is the important factor to customer loyalty.
This studyʼs findings will be able to offer executives the important insights and a useful framework for understanding the skills specific to achieving higher performance in internet shopping mall.
This research has a few limitations as follows, which should be dealt with in the future research.
First, the consumerʼs age, income, shopping propensity arenʼt included in the analysis of structural relationship among internet shopping mall attributes, shopping value, consumer satisfaction, and customer loyalty. If these factors are considered in the future studies, a more comprehensive structural relationships will be able to be identified.
Second, this study is to elucidate online consumer behavior by considering both business factors and information system factors simultaneously in Internet shopping malls. Integrated approach for consumer behavior in internet shopping malls is significant, but this study still doesnʼt take into account some important factors. Therefore, in order to overcome these limitations, a more comprehensive integrated model needs to be built in future studies.
Third, there are some limitations to generalize the results of this study because the data collected through online survey was analysed in this study.

참고자료

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