구매 제품유형을 중심으로 살펴본 인터넷 쇼핑에 영향을 미치는 소비자 지각 요인에 관한 연구 = Factors driving consumers' Internet shopping:An empirical investigation by product types

국문 초록 (Abstract)

본 연구는 소비자의 인터넷 쇼핑 행동에 영향을 미치는 중요 요인의 발견을 목적으로 하여 선행 연구로부터 도출된 제품 지각, 쇼핑 경험, 고객 서비스, 그리고 소비자의 위험 지각이 소비자의 인터넷 구매행동 및 인터넷 쇼핑에 대한 태도, 구매 의도와 만족도에 어떻게 영향을 미치는지를 실증적으로 분석하였다. 아울러 소비자가 온라인에서 구매하는 제품유형에 따라 소비자의 인터넷 쇼핑에 영향을 미치는 요인이 다르게 나타나는지를 살펴보았다. 연구 결과에 의하면 인터넷 쇼핑 구매 빈도를 제품 지각, 쇼핑 경험, 고객 서비스, 위험 지각 변인으로 예측했을 때 쇼핑 경험만이 유의미한 설명력을 갖는 것으로 나타났다. 인터넷 쇼핑 구매 액수와 관련해서는 위험 지각만이 유의미한 상관을 갖는 것으로 나타났는데, 소비자의 인터넷 쇼핑에 따른 위험 지각은 구매 액수와 부적인 상관관계를 보였다. 그러나 인터넷 쇼핑 만족도, 인터넷 쇼핑에 대한 태도, 그리고 향후 구매 의도를 예측하는데 있어서는 제품 지각, 쇼핑 경험, 고객 서비스, 위험 지각은 모두 유의미한 예측 요인으로 작용했다. 또한 소비자가 인터넷으로 구매하는 제품유형에 따른 소비자 지각 요인의 차이를 보면 탐색재 만을 주로 구매하는 소비자에 비해 경험재를 구매하는 소비자는 인터넷 쇼핑과 관련해서 더 긍정적인 평가를 하는 것으로 나타났고, 이 두 집단의 인터넷 쇼핑에 대한 만족도, 태도, 구매 의도는 서로 다른 요인에 의해 영향을 받는 것으로 나타났다. 본 연구는 인터넷 환경에서 소비자들이 쇼핑을 하게 되는 동기나 이유, 그리고 인터넷 쇼핑 경험을 통해 기대하는 것이 무엇인지를 실증적으로 파악하고, 이를 바탕으로 제품유형에 따른 구매 행동 및 인터넷 쇼핑에 대한 소비자들의 태도, 구매 의도와 만족도의 결정 요인을 이해하는데 통찰력을 제공할 것이라 여겨진다.

다국어 초록 (Multilingual Abstract)

The current study examines salient factors that are presumed to influence consumers' intention to use the Internet for shopping. It attempted to relate the reactions to the factors of product perceptions, shopping experience, customer service, and perceived consumer risk that had been identified from the existing literature on retail patronage behavior. This study translated these factors into the Web context and explored the relative salience of these factors. The study also examined the relationship between these salient factors, product types, and consumer experience related to Internet shopping. Analyses of data collected from 401 online survey respondents reveal that product perceptions, shopping experience, customer service, and perceived consumer risk factors played significant roles in predicting Internet purchase satisfaction, attitude toward Internet shopping, and online purchase intentions. The findings also revealed that the relationships of salient factors with Internet shopping experience significantly differ by product types. The results and discussion section also included implications drawn from the findings and suggestions for future research.

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