인터넷쇼핑몰 서비스품질이 소비감정과 플로우 경험에 미치는 영향에 관한 연구: PAD 모형을 활용한 Flow 이론 정교화 관점에서|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Since Hoffman and Novak (1996) proposed the flow construct in hypermedia computermediated environments, it has received a lot of attention from academics and practitioners as one of the most important concepts for understanding consumer behavior in the cyber space. Although the flow construct was considered as one of the best theories explaining on-line consumer behavior, there are still some insufficiencies in the flow theory. In this paper, we will try to suggest an elaborate flow theory for understanding consumer behavior in the on-line environments by incorporating the Mehrabian and Russell(1974)’s PAD model used for measuring consumption emotions and the flow channel model used for representing the various patterns of congruence or incongruence of high and low skills and challenges. The main purpose of this study is first to gain a deep understanding of the flow experience process by using the PAD model and the flow channel model. Above all this study tries to develop a new framework of PAD-Flow model by integrating the PAD model into the flow model. Second, it aims to empirically grasp the structural relationships among internet shopping mall’s service quality, consumption emotions, and flow experience. Based on the literature review, a research model was proposed with seven hypotheses for this study as follows: 1) Internet shopping mall’s service quality is positively related to pleasure toward internet shopping mall. 2) Internet shopping mall’s service quality is positively related to arousal toward internet shopping mall. 3) Internet shopping mall’s service quality is positively related to dominance toward internet shopping mall. 4) Dominance is positively related to pleasure toward internet shopping mall. 5) Dominance is positively related to arousal toward internet shopping mall. 6) Arousal is positively related to pleasure toward internet shopping mall. 7) Pleasure is positively related to flow experience toward internet shopping mall. In order to verify the research model and test the proposed hypotheses, a set of data was collected from the undergraduate students having buying-experiences in internet shopping malls for recent 3 months. Total sample size was two hundred eleven originally, but after deleting data with many missing values, one hundred ninety-eight data were remained and used for testing the research model. For data analysis, SPSS 12.0 and Amos 18.0 were used to test the research hypotheses. Measurement items were brought from the previous literatures and they were modified for this research. To ensure data reliability and validity, Exploratory Factor Analysis[EFA], Cronbach’s Alpha test, and Confirmatory Factor Analysis[CFA] were conducted and a series of analysis results provided evidences of construct validity and reliability. The proposed model was tested by using the AMOS 18.0 program and the structural model presented showed adequate overall goodness-of-fit with observed data [X2=310.268(d.f.=128, p < .001), GFI=.842, AGFI=.788, CFI=.933, TLI=.920, RMSEA=.085]. The findings can be summarized as follows: First, service quality appeared to have a positive effect on pleasure, arousal and dominance. Second, dominance had a positive effect on pleasure and arousal. Third, arousal appeared to positively influence pleasure. Finally, the effect of pleasure on flow experience was positive. Based on these results, managerial implications and theoretical perspectives for comprehensive strategy of the flow theory in the web environments were discussed. Also, some limitations of this study and future research directions were suggested.

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참고문헌 (Reference)

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