인터넷 쇼핑 사이트의 구매결정 지원기능과 구매정보 특성이 구매결정에 미치는 영향 = The Effects of Interactive Purchase Decision Aids and Information Characteristics of Internet Shopping Sites on Purchasing Decisions

다국어 초록 (Multilingual Abstract)

…Many Internet shopping sites provide Interactive Purchase Decision Aids (IPDAs) for shoppers' convenience. However, studies on effects of IPDA has left a large room to further explore. Objectives of this paper are as follows. First, we investigated effects of IPDAs on the effectiveness and quality of purchasing decisions. Second, we studied moderating effects of product types (experience goods vs search goods) on the relationships between IPDAs and purchasing decisions.One hundred and sixty eight (168) undergraduate students of the college of business were invited to participate in our real internet shopping experiments and to answer a questionnaire after each experiment. The participants were randomly assigned into 4 experimental cases (2x2 matrix) where two types of products(experience goods vs. search goods) and two types of shopping sites (high functional vs. low functional). We conducted regression analyses on the collected data and found following results. First, IPDAs have a partially significant effect on the effectiveness and quality of purchasing decisions. Second, product types have partially significant moderating effects on the relationships between IPDAs and purchasing. Then the findings are discussed and summarized.

참고문헌 (Reference)

1 이두희, "통합적 인터넷 마케팅" 박영사 2003

2 박준영, "인터넷 쇼핑에서의 의사결정 보조도구가 소비자 의사결정에 미치는 영향" 2000

3 박종원, "온라인 시대의 소비자 행동" 법문사 2002

4 박철, "실물구매의도와 인터넷구매의도간의 차이요인에 관한 실험연구" 47권 : 37-60, 2000

5 박종원, "신제품 포지셔닝에 있어서 유인효과의 전략적 활용" 28권 (28권): 1163-1182, 1999

6 "” Journal of Consumer Research" 542-550, 1984

7 "“The Cost of Thinking ” Journal of Consumer Research" 223-230, 1980

8 "“Effort and Accuracy in Choice" 394-414, 1985

9 "“An Evaluation Cost Model of Consideration Sets ” Journal of Consumer Research" 393-408, 1990

10 "What You See Is What You Choose: The Effect of Rearranging Product Information On Consumer Choice" INSEAD 10-13, 1998

11 "Watching Consumers Decide: Process Measures Add Insights To Choice Modeling Experiments" Vol. 9 (Vol. 9): 32-38, 1997

12 "Variety for Sale Mass Customization or Mass Confusion" Vol. 74 : 491-513, 1998

13 "Understanding Determinants of Online Consumer Satisfaction A Decision Process Perspective" Vol. 21 (Vol. 21): 115-135, 2004

14 "The New Science of Management Decision" Prentice Hall 1977

15 Swaminathan, V, "The Impact of Recommendation Agents on Consumer Evaluation and Choice The Moderating Role of Category Risk, Product Complexity, and Consumer Knowledge" Vol. 13 (Vol. 13): 93-101, 2003

16 "The Four Faces of Mass Customization" Vol. 75 : 91-101, 1997

17 "The Effects of Product Class Knowledge on Information Search Behavior Journal of Consumer Research" 1-16, 1985

18 "Some Effects on Information Processing for a Choice Task American Journal of Psychology" 401-424, 1988

19 "Signaling Quality And Credibility in Directional Advertising: The Influence of Color and Graphics on Choice" The University of Pennsylvania 1998

20 "Search Costs Affect Competition on PriceWine Online: Search Costs Affect Competition on Price, Quality, and Distribution" Vol. 19 (Vol. 19): 83-103, 2000

21 Bakos, Y, "Reducing Buyer Search Costs: Implications for Electronic Marketplaces" Vol. 43 (Vol. 43): 1676-1692, 1997

22 Pereira, R. E, "Influence of Query Based Decision Aids on Decision Making In Electronic Commerce" 1999

23 "Four Approaches to Designing Marketplaces of the Artificial University of Pennsylvania" Lohse Wharton School 1990

24 "Electronic commerce: A Manager's Guide" MA: Addison-Wesley 1997

25 Bettman, "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes Journal of Consumer Research" 234-248, 1980

26 "Development and Testing of a Model of Consideration Set Composition" 28 (28): 429-444, 1991

27 "Designing Interfaces For Electronic Commerce: Predicting How Information Search Costs Influence Consumer Choice" 393-408, 1998

28 "Design and Evaluation of A Trust Based Advisor on the Internet" MIT Working Paper 2000

29 "Consumer Satisfaction with Both Product and Decision Implications for the Supply Chain" 1997

30 "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids" Vol. 19 (Vol. 19): 4-21, 2000

31 "Constructing Values On-Line: Can Web Pages Change What You Want?" Wharton School, University of Pennsylvania 1999

32 "Antecedents of B2C channel Satisfaction and Preference Validating e-commerce metrics" Vol. 13 (Vol. 13): 316-334, 2002

33 "An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective" Vol. 8 (Vol. 8): 131-161, 2004

34 "An Agent System for Comparative Shopping at the Point of Sale" IOS Press 1998

35 "A Componential Analysis of Cognitive Effort in Choice" 111-139, 1990