온라인 플랫폼에서 지각된 가치가 재사용 및 추천 의도에 미치는 영향 : 만족·신뢰의 매개 역할 = Perceived Value's Influence on Re-usage and Recommendation Intention in Online Platforms

다국어 초록 (Multilingual Abstract)

With the rapid growth of online platforms, it has become exceedingly important for marketers to comprehend the reasons why customers continue to use and recommend these platforms even amidst changing circumstances. Prior studies have primarily discussed the direct effects of value on loyalty; however, recent research has analyzed indirect pathways through relationship quality, as well as the moderating and mediating effects of perceived risk.
In this study, functional value, economic value, and emotional value were adopted as independent variables. Satisfaction and trust were selected as mediating variables, with distinctions made between them. Additionally, perceived risk was adopted as a moderating variable. Re-usage intention and recommendation intention were adopted as dependent variables. To verify this research model, an online survey was conducted targeting users of online platforms (shopping malls) nationwide, and SPSS 26 and Amos 24 were utilized for the analysis.
The results of this study are as follows.
First, functional value was confirmed to exert a positive influence on satisfaction, whereas it did not affect trust. Emotional value demonstrated a positive influence on trust but did not impact satisfaction. Economic value was found to positively influence both trust and satisfaction. Trust within relationship quality was observed to have a positive effect on satisfaction.
Second, satisfaction within relationship quality was found to positively influence both re-usage intention and recommendation intention. However, trust did not affect either re-usage intention or recommendation intention.
Third, when satisfaction influences the relationship between re-usage intention and recommendation intention, perceived risk exhibited no moderating effect in a positive direction. However, in the pathways where trust influences re-usage intention and recommendation intention, moderating effects were observed in all cases.
Fourth, in the pathways where functional value influences re-usage intention, indirect effects were present across all paths. Similarly, in the pathways where emotional value influences re-usage intention, indirect effects were evident in all paths. However, in the pathways where economic value influences re-usage intention, an indirect effect was only present through the path via satisfaction. In the pathways where functional value influences recommendation intention, no indirect effects were observed across all paths. In the pathways where emotional value influences recommendation intention, an indirect effect was only present through the path via trust. Finally, in the pathways where economic value influences recommendation intention, no indirect effects were observed across all paths.
The results indicate that functional and economic values strengthen customer loyalty through satisfaction, while emotional and economic values contribute to building trust. Given that perceived risk weakens trust-based customer loyalty, platform operators must enhance transparency and security measures. Theoretically, this extends the value-loyalty model; practically, it recommends prioritizing convenience and cost efficiency.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구의 배경 및 필요성 1
• 제2절 연구의 목적 5
• 제3절 연구의 방법과 구성 7
• 1. 이론적 배경 및 가설 설정 8
• 2. 연구모형 및 측정 변수 정의 8
• 3. 데이터 수집 및 분석 8
• 4. 연구의 구성 10
• 제2장 이론적 배경 11
• 제1절 지각된 가치 11
• 1. 지각된 가치의 개념 및 선행연구 11
• 2. 지각된 가치의 주요 차원 16
• 제2절 관계 품질 25
• 1. 관계 품질의 개념 및 선행연구 25
• 2. 만족의 개념 및 선행연구 26
• 3. 신뢰의 개념 및 선행연구 29
• 제3절 고객 충성도 33
• 1. 고객 충성도의 개념 및 선행연구 33
• 2. 재사용 의도의 개념 및 선행연구 35
• 3. 추천 의도의 개념 및 선행연구 37
• 제4절 지각된 위험 41
• 1. 지각된 위험의 개념 및 선행연구 41
• 제3장 연구모델의 설계와 연구가설 45
• 제1절 연구모델의 설계 45
• 제2절 연구가설의 설정 46
• 1. 지각된 가치와 관계 품질과의 관계 46
• 2. 신뢰와 만족의 관계 48
• 3. 관계 품질과 고객 충성도의 관계 49
• 4. 지각된 위험의 조절 효과 51
• 제3절 변수의 조작적 정의와 측정도구 53
• 1. 지각된 가치 53
• 2. 관계 품질 54
• 3. 고객 충성도 55
• 4. 지각된 위험 56
• 제4절 조사 및 통계 방법 58
• 1. 조사 방법 58
• 2. 통계 방법 58
• 제4장 실증분석 및 결과 59
• 제1절 기술통계 59
• 제2절 측정도구의 신뢰도 및 타당성 검정 62
• 1. 확인적 요인분석 62
• 2. 개념 간 상관관계 분석 64
• 3. 개념 타당도 검정 65
• 제3절 연구가설의 검정 66
• 1. 가설 검정 66
• 2. 조절 효과 검정 71
• 3. 매개 효과 검정 74
• 제5장 결론 및 한계점 80
• 제1절 연구결과 및 논의 80
• 1. 연구결과 요약 80
• 2. 시사점 82
• 제2절 연구의 한계 및 향후 연구과제 83