온라인 쇼핑몰에 대한 지각된 위험과 지각된 가치 및 e-충성도 간의 관계

국문 초록 (Abstract)

본 연구에서는 온라인 쇼핑몰의 충성도를 형성함에 있어서 전략적으로 소비자들의 지각된 위험을 낮추어야 하는지, 혹은 지각된 가치를 높이는 것이 중요한지를 검토하였다. e-충성도의 선행요인으로 지각된 위험과 지각된 가치를 설정하고 지각된 가치의 하위구성요소로서 비용대비가치, 효율성, 신뢰를 사용하였다. 학생과 일반인으로부터 수집한 776부의 설문지를 이용하여 요인분석, 신뢰도 분석 및 경로분석 등을 통하여 가설을 검증하였다.분석 결과, 지각된 위험은 e-충성도에 직접적인 영향은 미치지 않는 것으로 나타났으나, 지각된 가치에 유의한 영향을 미침으로써 간접적인 영향을 미치고 있는 것으로 나타났다. 반면 지각된 가치는 e-충성도에 직접적이고 강력한 영향을 미치고 있어 e-충성도 형성에 중요한 역할을 하는 것으로 나타났다. 이는 온라인 쇼핑몰이 e-충성도를 높이기 위해서는 자신들의 한정된 자원을 고객들의 지각된 가치를 제고시키는데 집중하는 것이 전략적으로 유리하다는 시사점을 보여준다. 또한 지각된 가치의 하위 차원들 중에서 신뢰가 e-충성도에 가장 큰 영향을 미치는 것으로 나타났는데, 이는 온라인 쇼핑몰에 대한 고객들의 e-충성도를 높이기 위해서는 소비자들이 온라인 쇼핑몰에 대해 높은 신뢰를 지각할 수 있도록 하는데 관심을 기울이는 것이 중요하다는 것을 보여준다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze whether to reduce perceived risk or increase perceived values in order to form e-loyalty. The antecedents of e-loyalty include perceived risks and values whose sub-components include value-for-money, efficiency and trust. Based on the comprehensive analysis of existing studies, the research model was established and a structural equation model was also designed to test the hypothesized relationships. In order to test the model, covariance structural analyses were conducted for the data collected from 776 respondents who have experienced online shopping malls. The results indicated several significant findings. First, Perceived risks didn't have any direct influence on e-loyalty but had an indirect effect on it through influencing significant effect of perceived values. On the other hand, perceived values had a direct and strong effect on e-loyalty and played an important role in forming it. Therefore, we can get the following implications: it is strategically useful to concentrate limited resources on increasing perceive values in order to heighten e-loyalty. Finally, it is important to get customers to perceive trust in on-line shopping malls in order to increase e-loyalty.

목차 (Table of Contents)

• 요약문
• I. 서론
• II. 이론적 배경 및 연구가설
• 1. 이론적 배경
• 2. 연구가설
• III. 연구방법
• 1. 연구모형
• 2. 자료수집
• 3. 변수의 조작적 정의 및 측정
• IV. 실증 분석
• 1. 표본의 특성
• 2. 신뢰도와 타당도 분석
• 3. 상관관계 분석
• 4. 연구모형의 적합도 평가 및 가설 검증
• V. 결론
• 참고문헌
• Abstract

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