B2C전자상거래에서 고객만족의 선행요인과 재구매의도에 미치는 영향에 관한 연구 = 기술수용-고객가치-신뢰 이론의 통합 모델

국문 초록 (Abstract)

B2C 전자상거래는 이제 대표적인 마케팅 채널의 하나로 자리 잡고 있다. 그러므로 B2C 쇼핑몰에서의 구매는 컴퓨터와 인터넷을 이용한 상품의 구매행위로 이해되어야 할 것이며, 따라서 B2C 전자상거래를 통한 구매는 기존의 소비자 행동에 관한 이론과 컴퓨터의 사용에 관한 인간 행동에 관한 제반 이론이 함께 그 연구의 기반이 되어야 할 것이다. 그러나 최근 경영정보학 분야에서 B2C 쇼핑몰에 대한 많은 연구들이 이루어 졌지만 아직 정보기술의 수용에 관한 이론을 근간으로 B2C 쇼핑몰에서의 행동을 설명하려고 노력하고 있다. 반면에 마케팅에서의 연구는 아직 소비자 행동 측면에서 바라보아 B2C 전자상거래에서 핵심적인 역할을 수행하는 정보기술의 수용에 대한 논의는 거의 전무한 실정이다. 근본적으로 B2C 쇼핑몰의 사용은 정보기술을 이용한 구매행위이기에 이들에 관한 제반 이론들이 모두 뒷받침 되어야 새로운 온라인 시장에서의 소비자의 행위를 보다 잘 이해할 수 있을 것으로 판단된다.이러한 관점에서 본 연구는 B2C 전자상거래에서 소비자 행동과 정보기술의 수용에 관한 주요 이론을 근간으로 하는 통합모델을 제시하였다. 고객만족과 재구매의도에 관한 영향 요인을 중심으로 이들의 선행요인들을 조사하기 위하여 경영정보분야에서 정보기술 수용에 관한 대표적인 이론인 기술수용이론. 그리고 마케팅에서 구매의 결정 요인으로 제시된 고객가치이론. B2C 전자상거래와 같이 불확실한 거래에서 중요하게 다루어지는 신뢰 이론을 통합한 연구 모델을 제시하였다.연구 모델의 적합성과 각 가설의 유의성을 검증하기 위하여 본 연구에서는 전자설문을 통해 B2C 전자상거래를 경험한 312명의 응답 자료를 수집하였다. 이들을 대상으로 한 분석에서 용이성을 제외한 유용성, 고객가치, 신뢰의 변수들이 모두 유의하게 고객만족에 영향을 미치는 것으로 분석되었다. 또한 고객만족 역시 재구매의도에 매우 유의하게 영향을 미치는 것으로 나타났다. 이에 본 연구의 결론에서, 하루가 다르게 치열해지는 경쟁시장이라 할 수 있는 B2C 전자상거래에서 업체가 성공하기 위해서는 웹 관점에서 중시되고 있는 고객만족의 선행요인들에 더 많은 관심과 경영상의 함의를 가져야 할 것임을 제언하였다.

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