전자상거래에서 구매의도에 영향을 미치는 요인에 관한 연구 : 전자제품을 중심으로

다국어 초록 (Multilingual Abstract)

Early Industrial Revolution brings innovative revolution to all industrial structure and economy. Similar to this, EC brings innovation to overall commerce comparing to Industrial Revolution.
Although Many sites are constructed by splendid graphic and good contents, it is real state that visitors not visit regularly and induct purchase. So this research analyzes customer purchase behavior related to customer purchase intention focus to EC. Questionnaires were operated by the workers and college students. 195 Questionnaires were used to empirical analysis. The summary of this research is following.
First, costumer service factor gives positive influence to the purchase intention, and there is no difference between purchase experienced person andpurchase inexperienced person, so enterprise selling the electronic product in EC must understand fastly and confront customer's needs quickly and consider visual web-page design importantly.
Second, convenient factor gives positive influence to the purchase intention, and there is a difference between purchase experienced person and purchase inexperienced person, so enterprise selling the electronic product in EC must increase web-page user's comprehension for decreasing purchase time and effort, andutilize the navigation, preciseness of design, and speed of web-page.
Third, customer risk factor gives negative influence to the purchase intention, and there is a no difference between purchase experienced person and purchase inexperienced person, so enterprise selling the electronic product in EC must decrease customer's risk, therefore enterprise have to insurance connection stabilization during ordering and take the responsibility for delivery damage.
Fourth, product perception factor gives positive influence to the purchase intention unmeaningly, and there is no difference between purchase experienced person andpurchase inexperienced person, so enterprise selling the electronic product in EC doesn't need to use price discount strategy unconditionally or unique product strategy.
Fifth, payment way factor gives positive influence to the purchase intention unmeaningly, and there is no difference between purchase experienced person andpurchase inexperienced person, so enterprise selling the electronic product in EC is better to invest another factor than payment form factor
Sixth, according to influence difference of purchase intention between purchase experienced person and purchase inexperienced person, purchase intention is more influenced by convenience and customer service than other factors in experienced person, and convenience and payment way than other factors in inexperienced person.
This means to give different influence to purchase intend according to existence of purchase experienced. convenience and customer service have to appeal to existing customers and convenience and payment way have to appeal for bringing new customer. the purpose of this research is contributing for accumulation of knowledge about customer behavior and offers strategic scheme of marketing toEC enterprise, as studying systematically customer's purchasing attitude in EC which new distribution circumstance

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구 방법 및 논문의 구성 = 2
• 제2장 이론적 고찰 = 4
• 제1절 전자상거래에 관한 이론적 고찰 = 4
• 1.1 전자상거래의 정의 = 4
• 제2절 전자상거래의 특성 = 6
• 2.1 전자상거래의 특징 = 6
• 2.2 전자상거래의 효과 = 7
• 2.3 전자상거래의 유형 = 8
• 2.3.1 조직간 전자상거래(Inter-organizational Commerce) = 8
• 2.3.2 조직내 전자상거래(Intra-organizationl Commerce) = 9
• 2.3.3 기업 대 고객 전자상거래(Business to Customer Commerce) = 9
• 2.4 전자상거래의 흐름 = 10
• 2.5 전자상거래의 현황 = 11
• 2.5.1 기업과 소비자간 전자상거래 = 11
• 2.5.2 기업간 전자상거래 = 12
• 2.5.3 소비자 현황 = 13
• 2.6 전자상거래의 상품 = 15
• 제3절 소비자 행동에 관한 이론적 고찰 = 18
• 3.1 그매의사결정과정 = 18
• 3.2 전자상거래에 있어서 구미의사결정과정 = 19
• 3.3 소비자 구매의도 = 21
• 3.3.1 구매의도 결정요인 = 22
• (1) fishbein 확장모형(Fishbein's Extended Model) = 22
• (2) Sheth 모형 = 24
• (3) Dulany 모형 = 25
• 3.4 구매행동의 예측치로서의 구매의도 = 25
• 제4절 선행연구 = 27
• 4.1 Parasuraman, Zeithaml, & Berry(1996)의 연구 = 27
• 4.2 Jarvenpaa & Todd(1997)의 연구 = 27
• 4.3 이금주(1997)의 연구 = 28
• 4.4 김상용, 박성용(1999)의 연구 = 30
• 제3장 연구모형 및 가설제시 = 31
• 제1절 연구모형 = 31
• 제2절 연구가설 및 변수의 정의 = 32
• 2.1 독립변수 정의 = 32
• 2.1.1 제품지각 = 32
• 2.1.2 고객서비스요인 = 33
• 2.1.3 편리성요인 = 34
• 2.1.4 고객위험요인 = 34
• 2.1.5 지불방법요인 = 35
• 3.1 종속변수 정의 = 36
• 3.1.1 구매의도 = 36
• 제4장 실증 분석 및 가설의 검증 = 39
• 제1절 조사의 설계 = 39
• 1.1 표본의 구성 = 39
• 1.2 설문의 구성 = 39
• 1.3 분석방법 = 40
• 제2절 연구결과의 분석 = 40
• 2.1 인구통계학적 분석 = 40
• 2.2. 요인분석과 신뢰성 = 44
• 2.3 상관관계 분석 = 46
• 2.4 회귀분석 = 47
• 2.4.1 구매경험에 따른 영향도의 차이 = 48
• (1) 구매경험이 있는 경우 = 48
• (2) 구매경험이 없는 경우 = 49
• 2.4.2 회구모형의 가정검증 = 50
• 2.5 T-test 분석 = 50
• 제3절 가설 검증 = 51
• 3.1 제품지각 = 51
• 3.2 고객 서비스 = 51
• 3.3 편리성 = 52
• 3.4 고객위험 = 52
• 3.5 지불방법 = 53
• 제5장 결론 및 연구의 한계점 = 55
• 제1절 결론 = 55
• 1.1 고객 서비스 = 56
• 1.2 편리성 = 56
• 1.3 고객위험 = 57
• 1.4 제품지각 = 57
• 1.5 지불방법 = 58
• 1.6 구매경험의 유·무에 따른 구매의도에 대한 영향도의 차이 = 58
• 제2절 시사점 및 한계점 = 59
• <참고문헌> = 60
• <설문지>= 65
• ABSTRACT = 71