假想店鋪의 顧客滿足 決定要因에 關한 硏究 = (A) Study on determinants of customer satisfaction with virtual stores

다국어 초록 (Multilingual Abstract)

Recently, electronic commerce between company and consumers through Internet is growing rapidly. Electronic commerce has the convenience of 'ordering commodity from all over the world beyond time' compared to traditional commerce. However, the users of Internet shopping malls are usually not satisfied. Now Internet shopping mall can not be separated from our lives and has the potential to shop commodity all over the world beyond time and space, but the performance of Internet shopping malls is diversified.
In this research, I made a study on determinants of customer satisfaction with virtual stores focused on Internet transaction. The object of this research is 'the experience of consumers using virtual stores', 'how much they are satisfied with virtual stores' and 'what is the determinants of customer satisfaction with virtual stores'.
This study is consisted of the literature review and the empirical study. In literature review, a theoretical framework on customer satisfaction was presented by reviewing studies on the environments of virtual stores, attributes of virtual stores, customer satisfaction, shopping values. In the empirical study, customer satisfaction with virtual stores is determined by the attributes of virtual stores moderated by shopping values through a questionnaire survey to 308 consumers who has the experience of shopping at Internet shopping malls.
Major findings of the study are as follows;
1) The concept of 'customer satisfaction with virtual stores' was presented and theoretical framework on 'the determinants of customer satisfaction with virtual stores' was developed. Prior researches on virtual stores are fragments. Studies on congruence of products in virtual stores, perceived risk in the use of virtual stores are the examples. In this study, modeling and empirical tests were implemented about structure of customer satisfaction with virtual stores.
2) The determinants of customer satisfaction with virtual stores are classified as hedonic factors and utilitarian factors. In virtual stores as well as traditional stores, hedonic aspects as well as utilitarian aspects exist. This result means that hedonic paradigm studied in consumer behavior researches can be applied to virtual environment.
3) Customer satisfaction with virtual stores is determined by the attributes of virtual stores moderated by hedonic shopping value and utilitarian shopping value. Among attributes of virtual stores, attributes related to the choice of products just like merchandising, convenience of searching and information on products and service, perceived product value have effect on utilitarian shopping value. Attributes related to Internet media just like vividness, interactivity and store design have effect on hedonic shopping value

목차 (Table of Contents)

• 國文抄錄 = 4
• 第1章 序論 = 15
• 第1節 硏究의 背景 및 目的 = 15
• 1. 硏究의 背景 = 15
• 2. 硏究의 目的 = 16
• 第2節 硏究의 對象 및 方法 = 18
• 1. 硏究의 對象 = 18
• 2. 硏究의 方法 = 18
• 第3節 硏究의 構成 = 19
• 第2章 假想店鋪의 環境에 關한 硏究 = 21
• 第1節 假想 마케팅 시스템 = 21
• 1. 假想環境 = 21
• 2. 假想 마케팅 시스템의 特徵 = 21
• 3. 가상 마케팅 시스템과 실체적 마케팅 시스템의 마케팅 흐름의 비교 = 23
• 第2節 假想價値사슬 = 26
• 1. 새로운 市場機會下에서의 假想 價値 사슬(virtual value chain)의 重要性 = 26
• 2. 未來 成功 要因으로서의 情報(Information as a factor of success) = 28
• 第3節 컴퓨터媒介 意思疏通 = 31
• 1. 意思疏通 媒體의 特性과 分類 = 31
• 2. 컴퓨터 媒介 意思疏通의 定義 = 37
• 3. 컴퓨터 媒介 意思疏通의 類型 = 37
• 4. 컴퓨터 媒介 意思疏通의 特徵 = 39
• 第4節 假想環境에서 消費者行動에 關한 硏究 = 43
• 1. 假想空間의 特性과 認知過程 = 43
• 2. 인터넷 購買意思決定過程 = 46
• 3. 인터넷利用者의 價値와 라이프스타일(iVALS-Internet VALS) = 53
• 第5節 假想環境에서의 商去來에 關한 硏究 = 56
• 1. 電子商去來의 意義와 類型 = 56
• 2. 電子商去來의 長短點 = 58
• 3. 電子的 小賣市場 = 61
• 4. 인터넷 商去來의 現況 및 展望 = 64
• 第3章 假想店鋪의 屬性에 關한 硏究 = 68
• 第1節 遠隔實在感 = 68
• 1. 假想技術 = 69
• 2. 生動感 = 69
• 3. 相互作用性 = 70
• 4. 假想空間에서의 消費者經驗 = 72
• 第2節 Flow = 75
• 第3節 假想共同體 = 78
• 1. 假想共同體의 意義 = 78
• 2. 假想共同體의 類型 = 78
• 第4節 店鋪디자인 = 81
• 1. 店鋪디자인의 差別化 = 81
• 2. 오리엔테이션 = 81
• 3. 店鋪디자인의 單純性 = 82
• 第5節 머천다이징 = 83
• 1. 製品믹스의 폭 : 專門店과 쇼핑몰 形態間 比較 = 83
• 2. 原子-基礎 製品과 비트-基礎 製品間 比較 = 84
• 3. 探索財, 經驗財, 信賴財間 比較 = 86
• 4. 製品이미지와 名聲 = 87
• 5. 情報가 豊富한 製品과 情報가 不足한 製品間 比較 = 87
• 第6節 檢索 = 88
• 1. 인터넷上의 檢索의 意義 = 88
• 2. 檢索의 기능 = 90
• 第7節 情報 = 92
• 1. 代案評價에 對한 情報提供 = 92
• 2. 情報의 形態 = 97
• 第8節 製品價値 = 99
• 1. 價値에 關한 多樣한 見解 = 99
• 2. 價値에 關한 綜合的 意味 = 101
• 第4章 顧客滿足 關聯槪念에 關한 硏究 = 103
• 第1節 顧客滿足 = 103
• 1. 顧客滿足의 意義 = 103
• 2. 顧客滿足에 對한 理論 = 104
• 第2節 쇼핑價値 = 107
• 1. 實用的 價値(Utilitarian Value) = 108
• 2. 快樂的 價値(Hedonic Value) = 109
• 3. 快樂的 消費 = 109
• 4. 實用的 價値와 快樂的 價値의 次元性 = 112
• 5. 쇼핑價値의 測定 = 112
• 第3節 쇼핑價値와 顧客滿足과의 關係에 關한 硏究 = 114
• 第4節 知覺된 危險 = 115
• 1. 知覺된 危險의 意義 = 115
• 2. 知覺된 危險의 影響要因 = 115
• 3. 知覺된 危險의 類型 = 116
• 4. 知覺된 危險의 減少方法 = 118
• 5. 情報源의 公信力이 知覺된 危險에 미치는 影響 = 119
• 6. 企業이미지가 知覺된 危險에 미치는 影響 = 120
• 7. 情報가 知覺된 危險에 미치는 影響 = 120
• 第5章 實證硏究 = 122
• 第1節 硏究模型 = 122
• 第2節 硏究假說 = 123
• 1. 硏究假說의 理論的 根據 = 123
• 2. 硏究假說의 정리 = 128
• 第3節 槪念의 操作的定意 및 測定 = 138
• 1. 顧客滿足 = 138
• 2. 快樂的 쇼핑價値 = 138
• 3. 實用的 쇼핑價値 = 139
• 4. 知覺된 危險 = 140
• 5. 店鋪特性 關聯 槪念들 = 140
• 第4節 資料의 收集 = 149
• 1. 調査對象 = 149
• 2. 標本의 構成 = 149
• 第5節 測定項目의 評價 = 150
• 1. 信賴性 分析 = 150
• 2. 妥當性 分析 = 151
• 第6節 硏究假說의 檢證 = 161
• 1. 相關關係分析을 통한 假說檢證 = 161
• 2. 共變量構造分析, 回歸分析, 分散分析에 의한 假說檢證 = 163
• 第7節 實證分析 結果의 要約 및 評價 = 176
• 1. 假說檢證 結果의 要約 = 176
• 2. 假說檢證 結果의 評價 = 181
• 第6章 結論 및 示唆點 = 185
• 第1節 硏究結果의 要約 = 185
• 第2節 硏究의 示唆點 = 187
• 1. 全般的 示唆點 = 187
• 2. 假想店鋪 디자인에 對한 示唆點 = 188
• 3. 머천다이징에 對한 示唆點 = 189
• 4. 製品 및 서비스 情報에 對한 示唆點 = 190
• 5. 假想共同體에 對한 示唆點 = 191
• 第3節 硏究의 限界 및 課題 = 192
• 1. 硏究의 限界 = 192
• 2. 向後 硏究課題 = 193
• 參考 文獻 = 194
• 1. 國內文獻 = 194
• 2. 海外文獻 = 195
• <부록> 설문지 = 214
• ABSTRACT = 223
• 감사의 글 = 226