인터넷 쇼핑몰의 상호작용성과 명성이 패션 제품 구매 시 신뢰와 재구매 의도에 미치는 영향

정명선(Chung, Myung-Sun),김은주(Kim, Eun-Ju) 전남대학교 생활과학연구소 2005 生活科學硏究 Vol.15 No.-

The purpose of this study were to identify the effect of interactivity and reputation of internet shopping malls on consumers and consumers, trust and repurchasing intention. The subjects of this study were 505 male and female adult consumers living in Gwangju, Korea. The data collected from the questionnaire were analyzed using frequency analysis, factor analysis, regression analysis, path analysis. The results were as follows: 1. The interactivity were categorized into two factors: interactivity of shopping mall to consumer and interactivity of consumer to consumer. 2. Interactivity of shopping malls positively influenced repurchase intention. The results analyzed were that interactivity of internet shopping mall types influenced repurchase intention, interactivity of shopping mall to consumer influenced repurchase intention both group buying malls and total shopping malls more than interactivity of consumer to consumer. 3. Reputation of shopping malls positively influenced repurchase intention. The result analyzed were that reputation of internet shopping mall types influenced repurchase intention, and the reputation of total shopping malls influenced repurchase intention more than the reputation of group buying malls. 4. Interactivity of shopping malls had indirect effects mediated by trust more than direct effects on repurchase intention. Reputation of shopping malls had direct effects more than indirect effects on repurchase intention mediated by trust. 1) Interactivity of shopping malls positively influenced trust. The results analyzed were that interactivity of internet shopping mall types influenced trust in the following ways: interactivity of consumer to consumer had a greater influence on trust in group buying malls, while interactivity of shopping mall to consumer had more influence on trust in total shopping malls. 2) Reputation of shopping malls positively influenced trust. The results analyzed were that reputation of internet shopping mall types influenced trust, and the reputation of total shopping malls influenced trust more than the reputation of group buying malls. 3) Trust positively influenced repurchase intention. The results analyzed were that trust of internet shopping mall types influenced repurchase intention, and trust of total shopping malls influenced repurchase intention more than trust of group buying malls.

국가와 제품 이미지가 소비자 행동에 미치는 영향: 중국 제품 문화 경험이 있는 한국 소비자를 중심으로

여악양 한국문화산업학회 2024 문화산업연구 Vol.24 No.1

This study confirmed the impact of Chinese national image and product image on repurchase intention and the mediating effect of perceived expectations and consumer attitude in their relationship. As a result of the empirical analysis, first, it was confirmed that country image has a positive effect on intention to repurchase China. Second, product image was confirmed to have a positive effect on repurchase intention in China. Third, the mediating effect of perceived expectations in the relationship between country image and repurchase intention was found to have a partial mediating effect in the relationship between economic image and repurchase intention, and the relationship between cultural image and repurchase intention. It was confirmed that there was no mediation effect in the relationship between degrees. Fourth, the mediating effect of perceived expectations in the relationship between product image and repurchase intention was confirmed to have a partial mediating effect in the relationship between functional image and repurchase intention, and the relationship between symbolic image and repurchase intention. Fifth, the mediating effect of consumer attitude in the relationship between country image and repurchase intention was found to have a partial mediating effect in the relationship between economic image and repurchase intention, and the relationship between cultural image and repurchase intention. It was confirmed that there was a full mediation effect in the relationship. Sixth, the mediating effect of consumer attitude in the relationship between product image and repurchase intention was confirmed to have a partial mediating effect in the relationship between functional image and repurchase intention, and the relationship between symbolic image and repurchase intention.

소셜커머스를 통한 뷰티서비스 구매요인이 고객만족과 재구매 의도에 미치는 영향

홍수남 ( Soo-nam Hong ),이한주 ( Han-joo Lee ) 한국인터넷정보학회 2014 인터넷정보학회논문지 Vol.15 No.6

본 연구는 최근 인터넷과 스마트폰의 활성화로 인해 뷰티분야의 새로운 마케팅 수단으로 부각되고 있는 소셜커머스의 영향에 대한 실증이다. 연구대상은 스마트폰과 인터넷의 활용이 비교적 익숙한 수도권 거주의 20-30대 남녀로서, SNS를 통해 뷰티서비스를 구매할 때의 구매요인에 대해서 알아보고, 이러한 구매요인이 고객만족에 미치는 영향과 고객만족이 재구매에 미치는 영향, 구매요인이 고객만족을 매개변수로 하여 재구매 의도에 미치는 영향에 대해서 검증하였다. 구매요인의 타당성 검증으로 서비스, 가격, 상호작용, 편의성, 흥미의 5개의 하위요인으로 구분하였고, 고객만족과 재이용 의사는 각각 하나의 요인으로 구분하였다. 본 연구결과를 축약하면, 소셜커머스를 통한 뷰티서비스 구매요인으로서 고객만족에 영향을 미치는 것은 가격, 서비스, 편의성, 흥미와는 관련성이 있었지만 상호작용과는 관련성이 나타나지 않았다. 이는 소셜 이용자 간의 커뮤니티 활동이나 타인의 구매후기를 통해 소셜상품을 구매하기보다는 자기의 주관적인 사고방식과 견해에 의해 소셜상품을 구매한다는 것으로 추측된다. 구매요인에 따른 재구매 의도를 알아본 결과, 가격, 서비스, 편의성이 영향을 미치는 것으로 조사되었다. 구매의도는 만족한다는 긍정의 결과로서, 저렴한 가격, 서비스에 대한 만족도, 바쁜 현대인의 시간, 노력에 대한 편의성이 충족되어야 하므로, 단순한 흥미보다는 보다 체계적이고 전문적인 서비스에 대한 추후의 구매의도를 나타내는 것이며 흥미와는 관련성이 없었다. 또한 고객은 서비스에 만족할수록 재이용 의도는 높아지므로 차별화·전문화된 고객서비스, 트렌드를 반영한 마케팅이 구축되고 보강되어야 고객만족이 향상되어 지속적인 재구매 의도로 직결됨을 규명하였다. 따라서 뷰티산업에서도 소셜커머스를 통한 구매요인이 고객만족과 재구매의도에 정의 영향을 미치며, 고객만족은 구매요인과 재구매의도를 직간접적으로 영향을 미치고 있음도 확인하였다. 또한 구매요인의 하위요인 중 커뮤니티활동이나 댓글 등의 상호작용보다는 가격이나 서비스 혹은 편의성이 중요하다는 것을 확인하였다. 뷰티분야에서는 뷰티산업 및 퍼스널 샵의 매출상승과 지속적인 발전을 위해 현대의 새로운 소비층인 모바일 쇼핑객에 적합한 다양한 상품소싱 및 프로모션 등의 개발 및 강화에 주력하여 고객만족을 창출시켜야 할 것으로 판단된다. As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

소셜커머스 시장에서 지각된 관계혜택이 재구매의도와 구전의도에 미치는 영향: 만족의 매개효과 및 시장 전문성의 차이

성희원 ( Heewon Sung ),김은영 ( Eun Young Kim ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.2

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

홈 트레이닝 제품의 지각된 가치가 지속이용의도 및 재구매의도에 미치는 영향

김동규,한진욱,최경근 한국사회체육학회 2019 한국사회체육학회지 Vol.0 No.77

Purpose: The purpose of this study is to examine the relationships among home training product’s perceived value, intention to continuous use and repurchase intention. Method: Toward this end, a total of 201 respondents was selected using a convenient sampling method and responded to the survey questionnaire. 190 usable data were ultizi ed in data analyses procedure. Data were analyzed using the frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multivariate regression with SPSS 23.0. Results: Firstly, economic factor and functional factor had an influecne on the continuous use, while emotional factor did not. Secondly, economic factor and functiona lfactor had an influence on the repurchase i-n tention, while emotional factor did not. Thirdly. continuous use had not an influence on the repurchase intention. Conclusion: In order to improve the intention to continuos use and repuhrcase intention of home-training products marketers may emphasize the economic and functional vlaue of the home-training product. In addition, considering that there was a no significant relationship between intention to continuous use and repurchase intention, different marketing approach should be separately applied to improve intention to continuous and repurchase intention.

위험지각, 망설임이 구매행동의도, 전환의도, 재구매의도에 미치는 영향에 관한 연구 - Airbnb 숙박상품 구매자를 중심으로 -

정대영,조민호 한양대학교 관광연구소 2021 觀光硏究論叢 Vol.33 No.2

The purpose of this study is to analyze the relationships among risk perception, hesitation, purchase behavior intention, switching intention and repurchase intention. In order to test the conceptual model, this study conducted a survey with customers of Airbnb. A total of 314 valid surveys are analyzed through structural equation modeling. The results are as follows: (1) Risk perception (psychological, physical, economical) negatively affects purchase behavior intention. (2) Risk perception (psychological, physical) positively affects hesitation. (3) Risk perception (psychological, physical) positively affects switching intention. (4) Hesitation negatively affects purchase behavior intention. (5) Hesitation does not negatively affect repurchase intention. (6) Hesitation does not positively affect switching intention. (7) Purchase behavior intention positively affects repurchase intention. (8) Switching intention negatively affects repurchase intention. (9) Risk perception (psychological, physical, economical) negatively affects repurchase intention. Therefore, this study builds the integrated model of risk perception, hesitation, purchase behavior intention, switching intention and repurchase intention for Airbnb customers. This study also establishes theorecical underpinnigs for other industries such as Socar and Wework. Furthermore, this study provides Airbnb hosts with effective operational guidelines. 본연구는위험지각, 망설임, 구매행동의도, 전환의도, 재구매의도간의영향관계를확인하고자 하였다. 선행연구를 바탕으로 구축된 연구모형을 검정하기 위해 본 연구는 에어비앤비(Airbnb) 숙박상품 구매의도가 있는 예비 구매고객을 대상으로 설문조사를 실시하였으며, 총 314부의 유효한 자료를 확보하여 구조 방정식 모델로 분석하였다. 그 결과는 첫째, 위험지각은 구매행동의도에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 위험지각(심리적, 신체적)은망설임에정(+)의 영향을 미치는것으로나타났다. 셋째, 위험지각(심리적, 신체적) 은전환의도에정(+)의영향을미치는것으로나타났다. 넷째, 망설임은구매행동의도에부(-) 의 영향을 미치는 것으로 나타났다. 다섯째, 망설임은 재구매의도에 부(-)의 영향을 미치지않는 것으로 나타났다. 여섯째, 망설임은 전환의도에 정(+)의 영향을 미치지 않는 것으로 나타났다. 일곱째, 구매행동의도는재구매의도에정(+)의영향을 미치는 것으로나타났다. 여덟째, 전환의도는재구매의도에부(-)의영향을미치는것으로나타났다. 아홉째, 위험지각은재구매의도에 부(-)의 영향을 미치는 것으로 나타났다. 따라서 본 연구는 에어비앤비(Airbnb) 숙박상품의 구매와재구매의과정에서일어날수 있는 위험지각, 망설임, 구매의도, 전환의도, 재구매의도의 다양한 인과관계를 설명할 수 있는 통합적인 모델을 구축하였으며, Socar와Wework등과 같은 후발 공유경제산업에 적합한 모델발전을 위하여 이론적 토대를 구축하였다. 또한 에어비앤비(Airbnb)와 호스트의 효과적인 운영을 위한 운영방안을 제시하였다.

가정식사 대용식(HMR) 제품 유형별 재구매 의도와 소비자 태도 구성개념간의 구조적 관련성 검증

정라나(La Na Chung),이해영(Hae Young Lee),양일선(Il Sun Yang) 대한지역사회영양학회 2007 대한지역사회영양학회지 Vol.12 No.3

The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among ``frequency of using,`` ``preference``, ``satisfaction``, and ``intention to repurchase``. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects, who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return rates were 82%). The main results of this study were as follows : Regarding the types of HMR, ``Ready to eat`` had higher preference (3.31), satisfaction (3.33) and ``intention to purchase it again`` (3.38) than those of ``Ready to heat`` and ``Ready to end-cook.`` Consumer inclination to convenience towards HMR was analyzed in order to verify the structural correlation of the actual state of consumption, and consequently, the direct or indirect effects among ``frequency of using,`` ``preference``, ``satisfaction``, and ``intention to repurchase`` were analyzed. The gross effect of ``frequency of using`` on ``intention to repurchase`` was 0.435, the gross effect of preference on ``intention to purchase it again`` was 0.659, and the gross effect of satisfaction on ``intention to purchase it again`` was 0.772 for ``Ready to eat.`` The gross effect of ``frequency of using`` on ``intention to repurchase`` was 0.448, the gross effect of preference on ``intention to repurchase`` was 0.556, and the gross effect of satisfaction on ``intention to repurchase`` was 0.654 for ``Ready to heat.`` The gross effect of ``frequency of using`` on ``intention to repurchase`` was 0.432, the gross effect of preference on ``intention to repurchase`` was 0.494, and the gross effect of satisfaction on ``intention to repurchase`` was 0.608 for ``Ready to end-cook.`` To summerize the above results, there was a difference of the structural correlation among component concepts of the actual state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed according to the criteria of HMR. (Korean J Community Nutrition 12(3) : 344~351, 2007)

아웃도어 브랜드에 대한 소비자의 공동체의식이 행위적 몰입, 구매만족도 및 재구매의도에 미치는 영향

장은정 ( Eun Jeong Jang ),안인숙 ( In Sook Ann ),이은진 ( Eun Jin Lee ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.5

This study analyzed the effects of consumers’sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers’consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers’sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers’sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers’behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers’sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers’sense of community with sustainable management activities that save the environment and local community.

볼링센터의 서비스품질과 재이용의도의 관계에서 서비스가치의 매개효과검증

정지명(JI Myung Jung),진지형(JI Hyung Chin) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.42

The purpose of this study was to investigate the meditate effect of service value on service quality and intention of repurchase for the bowling user. To make this research more reliably and accomplish its purpose, service quality, service value and intention of repurchase survey using the convenience sampling method were conducted upon 216 people who were randomly selected from 4 different bowling centers located in Seoul. The data was analyzed by the frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, correlation analysis in accordance with the purpose of the study by using SPSS Version 13.0. and Amos 5.0 program. The results of this research were as follows; First, service quality factors out of four such as human factor, service factor had significant effect on intention of repurchase. Second, service quality factors out of four such as service factor, economic factor had significant effect on service value. Thirdly, service value had significant effect on intention of repurchase. Lastly, this study investigate the meditate effect of service quality and intention of repurchase. had significant effect on intention of repurchase. Service quality factors out of four such as service factor, economic factor had significant effect on intention of repurchase.

중국 및 인도 소비자들의 외국브랜드 제품에 대한 재구매의도 결정요인 비교연구

박현재 한국유통과학회 2018 유통과학연구 Vol.16 No.10

Purpose - The main purpose of the study is to investigate the antecedents of repurchase intention on foreign brand products by Chinese and Indian millennial customers. In addition to this, this study also examines mediating effect of ‘CSR’ on the relationship between the antecedents and repurchase intention. Research design, data, and methodology – Responses from 202 Chinese university students and 209 Indian university students were finally analyzed. To test the proposed relationships, path analyses, mediation analyses and multi-group analysis were conducted. Results - In China, only brand image had positive effects on repurchase intention. CSR played mediating role between manufacturer’s country image and repurchase intention. In India, comparatively, economic factor, manufacturer’s country image and brand image had positive effects on repurchase intention. CSR played mediating role between all four antecedents and repurchase intention. Conclusion – This study showed different results of repurchase intentions of Millennial consumers in China and India because cultural and political systems of two countries were so different. So foreign firms should apply customized and differentiated marketing strategies to each country