인터넷 쇼핑몰에서의 쇼핑경험의 질이 재방문의사와 구매의사에 미치는 영향에 관한 연구: 효용적 가치(utilitarian value)와 쾌락적 가치(hedonic value)의 구분 = Study of the Effects of Shopping Experiences on Behavioral Intention in Internet Shopping Mall: Classification between Utilitarian Value and Hedonic Value

다국어 초록 (Multilingual Abstract)

The purpose of this study to analyse consumers’ emotional experiences in the internet shopping mall site and to examine the relationships between emotional responses, antecedents and consequences. For this purpose, this study 1) conducted ethnographic interviews with internet shopping mall visitors and collected and analyzed in-depth data on emotional experiences, 2) collected quantitative data through experiments which controled the visitors’ utilitarian and hedonic value and examined the relationships between emotional reponses, antecedents and consequences. The results of this study’s qualitative analyses showed that consumers had utilitarian and hedonic motives in visiting internet shopping mall site, and they had various types of emotional experiences according to the motives. The results of this study’s experimental analyses showed that 1) in case consumers pursued utilitarian value, site brand assortment and quality of information influenced shoppers’ pleasure in the site, this pleasure influenced visit intentions of the site, 2) in case consumers pursued hedonic value, not only brand assortment and quality of information in the site but also site structure and facilities for playing influenced shoppers’ pleasure and pleasure and arousal experienced in the site influenced visit intentions of the site and purchase intentions of the products.