온라인 쇼핑몰에서의 외부정보탐색노력에 대한 영향요인에 관한 연구 = The Study of Influence Factors on External Information Search Effort in Online Shopping Malls

국문 초록 (Abstract)

본 연구는 온라인 쇼핑몰을 이용하는 소비자의 외부정보탐색노력에 영향을 미치는 요인을 정보경제학적 관점, 심리적 관점, 웹사이트 이론 관점으로 구분하여 탐색하였으며, 세 가지 이론을 통합하는 통합모델을 설계하였다.
통합 모델을 실증 분석한 결과, 온라인 쇼핑몰을 이용하여 제품을 구매하는 소비자의 외부정보탐색노력정도는 탐색동기, 탐색이익 등에 직접적인 영향을 받는 것으로 검증되었다. 한편 탐색동기는 탐색이익, 구매관여에 의하여 영향을 받는 것으로 검증되었다. 그리고, 탐색이익은 구매관여, 구조적간결성, 탐색의 편리성, 신뢰성에 직접적인 영향을 받으며, 탐색비용은 구매관여, 시간압박성, 구조적 간결성, 탐색의 편리성, 신뢰성에 직접적인 영향을 받는 것으로 확인되었다. 본 연구는 이와 같은 결과를 바탕으로 온라인 쇼핑몰의 관리에 대한 이론 및 관리적 시사점들을 제안하였다.

다국어 초록 (Multilingual Abstract)

This study explored factors affecting consumer's external information search effort on online shopping malls through three approaches(cost-benefit approach, psychological motivation approach, and web-site theory approach) respectively, and designed the integrative model through searching the relationships among them.
In this study search motivation are designed to be explained by search benefit and search cost that are explained by factors related to the web site and search efforts are designed to be explained by search benefit, search cost and search motivation.
The results from our empirical research showed that search motivation, search benefits and prior knowledge on online shopping malls have a direct effect on consumer external information search effort.
On the other hand, it was verified that the search motivation was affected by search benefits and purchase involvement, and the search benefits are directly influenced by purchase involvement, constructive simplicity, search convenience and trust. In addition, purchase involvement, time press, constructive simplicity and search convenience had direct effects on the search cost.

목차 (Table of Contents)

• 요약
• Ⅰ. 머리말
• Ⅱ. 이론적 배경과 연구가설
• Ⅲ. 연구방법
• Ⅳ. 가설 검증
• Ⅴ. 결론
• 참고문헌
• Abstract

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