온라인 쇼핑몰 특성이 지각된 가치와 사용의도에 미치는 영향 연구

Abstract

A Study on the Influence of Online Shopping Mall Characteristics on Perceived Value and Intention to Use

Qiao-yi Zhu Advisor :Prof. Jongchul Park, Ph.D. Department of Business Administration Graduate School of Chosun University

This study attempts to understand how the characteristics of online shopping mall affect consumers' perceived value as well as their intention to use them through structural equation modeling. Therefore, 280 self-administered questionnaires were conducted in this study with students of locally affiliated universities as well as people living in the neighborhood as the study population, and data were analyzed using spss 27.0 and amos 27.0 programs. In this study, the factors of online shopping mall characteristics that influence consumers' intention to use online shopping mall were categorized into five dimensions (product variety, information usefulness, price fairness, ease of use, and interactivity) based on the factors proposed by prior research and the values perceived by consumers were categorized into two dimensions (utility value and hedonic value) for the empirical analyses. The empirical results indicate that, first, information usability and ease of use positively influence consumers' perceived utility value. Second, price fairness, ease of use, and interactivity have a positive effect on consumers' perceived hedonic value. Third, both utility value and hedonic value had a positive effect on consumers' intention to use. Key words: Online Shopping Mall Characteristics, Perceived Value(utility value and hedonic value), Use.