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빅데이터 분석을 통한 T-commerce 고객의 구매결정요인 연구
김영민 ( Youngmin Kim ),김영이 ( Youngei Kim ),도해용 ( Haeyong Do ),윤남수 ( Namsoo Yoon ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.3
Purpose: The purpose of this study was to analyze the characteristics of purchase behavior of consumers using T-commerce through big data analysis and prior research, and the relationship between purchase decision factors, trust, user satisfaction, and repurchase intentions. Then, strategic implications were suggested for the development of the T-commerce industry. Research design, data, and methodology: A survey was conducted on 210 consumers using T-commerce. An exploratory factor analysis and reliability analysis were performed to confirm reliability and validity. And mediated regression analysis was conducted to test hypothesis applying Hayes’s Model 4. Results: The results revealed that ease of use and enjoyment had a significant effect on trust for consumers, but economical efficiency and usefulness did not. Moreover, in terms of user satisfaction, it was shown that ease of use, enjoyment, economical efficiency, usefulness, and trust all had a significant effect. The mediating effect of trust was confirmed in the relationship between ease of use, enjoyment, and user satisfaction. For purchase intentions, ease of use, enjoyment, economical efficiency, usefulness and trust all had a significant effect, and the mediating effect of trust was confirmed only in ease of use and enjoyment. Implications: Since economical efficiency, ease of use, enjoyment, usefulness, and trust directly affect the purchase intention of T-commerce customers, it is necessary to establish a marketing strategy that can improve the perception of T-commerce customers about these purchasing decision factors. In particular, customer trust in T-Commerce directly or indirectly affects purchase intentions, so it is necessary to pursue various strategies to secure trust.
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인터넷 쇼핑몰에서의 고객만족 및 신뢰와 고객충성도 간의 관계에 대한 전환이득의 조절역할
윤남수,유동근,이용기 한국경영과학회 2003 한국경영과학회지 Vol.28 No.4
Customer retention is more emphasized for internet business than off-line shopping-malls. The loyals not only purchase a lot but also recommend the mall to new customers quickly using internet media, and there have been many studies on this subject. In this study, customer satisfaction and trust are suggested as preceding variables that have an influence on customer loyalty, and switching gains are suggested as a moderating variable between customer satisfaction & trust and customer loyalty. Many people think it would be easier to change business connection and customer loyalty for internet shopping-malls would be very low. This study, however, conduded that customer satisfaction and trust had a significant influence on customer loyalty even in internet shopping-mall, and that switching gains had moderating effect between satisfaction-attitudinal loyalty and trust-behavioral loyalty. These results are meaningful in that customer satisfaction or trust should be emphasized even on internet business and that switching gains can be strategic focus in building up customer loyalty and retention.
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