온라인 소비자 구매행동에서 제품관여도의 조절효과에 관한 연구 = The Moderating Effect of Product Involvement on the Online Concumer's Purchasing Behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the influence of four influencing variables (brand diversity, product information, entertainment, and trust) on purchase intention and to examine whether this relationship varies according to the buyer's perceived level of product involvement. Analysis of 264 responses using the hierarchical regression indicated that all four independent variables were found positively influencing purchase intention. Furthermore, the effects of brand diversity, product information, and trust on purchase intention were revealed to be moderated by perceived product involvement. However, the moderating effect of product involvement on the relationship between entertainment and purchase intention was not statistically significant. Discussions for research findings and managerial implications are discussed.

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