인터넷상에서 맞춤정보의 효과: 최초고객과 반복 고객의 비교 = Effects of Customized Information on the Internet: Comparison between First-time and Repeat Customers

국문 초록 (Abstract)

본 연구는 인터넷거래상에서 맞춤정보의 직접효과와 간접효과를 조사한다. 특히, 기존 연구들이 잠재고객과 기존고객의 비교에 초점을 둔 반면, 본 연구에서는 온라인 사이트내에 실질적으로 존재하는 두 개의 집단 - 최초고객과 반복고객 - 의 차이를 비교한다. 이와 같은 목적을 위해, 저자는 온라인 여행업을 중심으로 실증분석을 통해 연구가설을 검증한다. 연구결과 맞춤정보는 상호작용성, 신뢰, 웹사이트 태도에 두 집단 모두 유효한 반응을 보였고 상당히 흥미로운 결과 또한 조사되었다. 최초고객 집단에서는 신뢰-구매의도에 유의한 영향을 보이지 않은 반면, 반복고객 집단에서는 유의한 반응을 보여 집단간에 차이가 있음을 알 수 있다. 그러나 두 집단 모두 맞춤정보-구매의도에는 유의한 결과를 보이지 않음으로서, 맞춤정보는 집단간 차이없이 상호작용성과 웹사이트 태도의 매개변인을 통한 간접효과가 있음을 나타낸다. 저자는 본 연구결과를 기초로 다양한 토론과 마케팅 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

This study investigates the direct and indirect effects of customized information in the context of e-commerce. In particular, previous studies have focused on the comparisons between potential and existing customers, whereas in this study two customer groups (first-time vs. repeat customers) that participate in purchasing behavior within a particular website, are identified and focused on the differences between customized information and its outcomes. In order to achieve these purposes, the author investigates the proposed research model using an empirical study in the context of e-tourism industry.
The findings show that customized information that has direct effects on interactivity, trust, and attitude toward website is similar in the two groups, but there are also some interesting findings from this study. While the relationship between trust and repurchase intention is insignificant from first-time customers, the linkage is significant from repeat customers, suggesting that there is a significant difference between the two parties. Furthermore, the relationship between customized information and repurchase intention is insignificant from both groups. These findings suggest that interactivity and attitude toward website play a mediating role in bridging the linkage between customized information and repurchase intention. The author also make a brief argument that these findings can influence marketing managers and site designers in their strategies.

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