국가 정체성 인식과 웹 특성이 웹 사이트의 가치지각 및 의도에 충 미치는 영향

Abstract

인터넷은 웹사이트를 통해서 전세계를 연결시켜준다. 이러한 웹사이트는 정보화시대에서 수많은 정보를 가질 수 있는 기회를 제공한다. 그러나 웹사이트와 웹사이트에 접근하는 방문자들 사이에서 문화적인 부조화를 야기할 수 있다. 문헌에서 웹사이트 특성은 소비자의 평가에 영향을 주는 가장 중요한 특성으로 언급하고 있다. 웹사이트의 다섯 가지 특성으로서 효과성(효율성), 책임성, 시스템유효성, 프라이버시, 성취감은 인지된 가치와 로열티에 영향을 주는것을 고려할수 있다. 문화적인 특성으로서 문화 동질성, 신념, 자민족 중심주의, 국가전통주의의 4가지 차원으로 9개 국가의 국민들을 대상으로 조사되었다. 웹사이트 특성, 국가정체성, 이용경험은 인지된 가치에 영향을 주고 또한 충성도에 영향을 미치는 것으로 확인되었다. 이 연구를 위해서 현재 한국에 거주하고 한국인, 중국인, 네팔인, 캐나다인, 미국인, 인도인, 필리핀인, 파키스탄인, 베트남인등 총 9개의 국가를 대상으로 데이터를 수집하였다. 수집된 데이터는 SPSS를 통해서 분석을 하였다. 본 연구의 결과는 제시된 모델처럼 통계적으로 유의하고 가설을 지지한다.|The internet allows global access to web site. This offers the opportunity for cross boarder information flow, but it means there may be cultural incongruity between the site and visitor. Web site characteristics are consistently mentioned in the literature as being among the most important characteristics affecting consumer evaluations. Whether, in this current research various components of website characteristics efficiency, responsibility, system availability, privacy, and fulfillment are considered for their impact on perceived value and loyalty intention. Four dimensions of country characteristics cultural homogeneity, belief system, consumer ethnocentrism, and national heritage are also investigated among people of nine countries. We wanted to investigate the people of every country do emphasize the web characteristics, value of national identity, and utilitarian experience and its influence on website perceived value and further its impact on loyalty intention. The web has become a most important tool for information search. Consumers can enjoy rapid access to information about products, make price comparison about products. Consumers will suffer information is overloaded; or too much irrelevant information; or too many options are provided. By visiting a website, consumers may acquire useful information to help them in their decision process. That is, the website may be instrumental in the attainment of utilitarian consumption goal. The internet also provides unique opportunities to customize information. This offers cross boarder information flow, if there is no congruity among consumers and their cultures, local country specific language that could not be a perceived positively. This utilitarian experience and its effect on the perceived value also will be a finding of this paper. National identity becomes the ‘set of meanings’ owned by a given culture which sets it apart from other cultures. One of the elements of this research is its attempt to move beyond the consideration of only behavioral and personality characteristics without ignoring their influence in international marketing environment. The dimension of national identity will be tested from the people of nine countries. The relationship of website design to trust, satisfaction, and loyalty has previously been studied. In current investigation the four components of website, four components of national identity, and utilitarian consumption experience are considered for their impact on perceived value and loyalty intention. In turn, relationships of perceived value and loyalty intention are evaluated. For this purpose we have collect the data from people of nine countries (Korea, China, Nepal, Canada, USA, India, Philippines Pakistan and Vietnam) who currently are living in Korea. Collected data were analyzed by using SPSS. Results were found statistically significant to support our research model.