와인의 온라인 구매의 주요 결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

This paper was to figure out why online wine purchasing is not activated despite of the many advantages of having online transactions and to fine key determinants of online wine purchasing intention. Thus, the purpose of this study was to identify the determinants of online wine purchase intention, and examines the relationships between the determinants and online wine purchase intention. Data was collected from those who have experienced in using online wine store to purchase wine, and data was used to test the proposed research model. The findings showed that perceived usefulness and social influence(subjective norm, image) were key determinants of online wine site trust, but they were not related to online wine site trust. It also was found that perceived usefulness, perceived ease of use and subjective norm were positively and significantly related to online wine purchase intention whereas it had no relationship with image. In addition, online wine site trust was shown to influence on online wine purchase intention. Finally, the mediating effects were found in the relationships between perceived usefulness, subjective norm, and online wine purchase intention. Based on the results of the study, implications for future research are drawn.

참고문헌 (Reference)

1 김성혁, "펜션 웹사이트 온라인 신뢰형성에 따른 전자상거래 구매자의 행동의도에 관한 연구 - 펜션상품 전자상거래 구매자를 대상으로 -" 대한관광경영학회 26 (26): 109-126, 2011

2 나윤규, "인터넷 쇼핑에서의 지각된 위험과 신뢰가 지각된 유용성, 태도 및 패션상품 구매의도에미치는 영향" 한국의류학회 32 (32): 834-845, 2008

3 박상철, "웹 사이트품질이 인터넷 쇼핑 거래의도에 미치는 영향에 관한 연구 : 신뢰와 만족의 매개효과를 중심으로" 한국경영과학회 21 (21): 123-143, 2004

4 김성혁, "온라인 오락 여가활동이 여가만족, 고독감 및 삶의 질에 미치는 영향: 대학생들을 대상으로" 한국호텔외식경영학회 19 (19): 73-88, 2010

5 서현석, "온라인 쇼핑몰에서의 서비스품질과 구전, 명성이 쇼핑몰 신뢰도와 충성도에 미치는 영향" 한국의류산업학회 10 (10): 607-617, 2008

6 홍석표, "기술수용모형(TAM)과 신뢰를 적용한 스포츠 상품 온라인 구매의사 모형 검증" 한국체육학회 51 (51): 201-213, 2012

7 정용해, "경험재의 구매의도에 영향을 주는 요인에 관한 연구: 와인의 효용과 비용을 중심으로" 한국호텔외식경영학회 20 (20): 103-113, 2011

8 V. Venkatesh, "Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior" 24 (24): 115-139, 2000

9 A. Poddar, "Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality" 62 (62): 441-450, 2009

10 H. C. Triandis, "Values, attitudes, and interpersonal behavior, In Nebraska symposium on motivation 1979" University of Nebraska Press 195-295, 1980

11 F. D. Davis, "User acceptance of computer technology: system characteristics, user perceptions" 38 (38): 475-487, 1993

12 F. D. Davis, "User acceptance of computer technology: A comparison of two theoretical models" 35 (35): 982-1003, 1989

13 M. Igbaria, "User Acceptance of Microcomputer Technology: An Empirical Test" 21 (21): 73-90, 1993

14 C. M. K. Cheung, "Understanding consumer trust in internet shopping: A multidisciplinary approach" 57 (57): 479-492, 2006

15 S. Taylor, "Understanding Information Technology Usage: A test of competing models" 42 (42): 85-92, 1995

16 I. Ajzen, "Understanding Attitudes and Predicting Social Behavior" Prentice-Hall 1980

17 C. C. Matthew, "Trust in Internet Shopping: A Propose Model and Measurement Instrument" 681-689, 2000

18 S. Quinton, "Trust and online wine purchasing: insights into UK consumer behaviour" 20 (20): 68-85, 2008

19 D. Gefen, "Trust and TAM in online shopping: An integrated model" 27 (27): 51-90, 2003

20 P. Luarn, "The role of trust in technology within the TAM in the context of NFC mobile payment" 31 (31): 875-896, 2010

21 P. Palvia, "The role of trust in e-commerce relational exchange: A unified model" 46 (46): 213-220, 2009

22 Journal of Strategic Information Systems, "The impact of initial consumer trust on intentions to transact with a web site: a trust building model" 11 : 297-323, 2002

23 M. Koufaris, "The development of initial trust in an online company by new customers" 41 (41): 377-397, 2004

24 M. Baron, "The Moderator Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations" 51 : 1173-1182, 1986

25 B. Lee, "The Effect of Hotel Website"s Interactivity on Website"s Trust and Intention of Revisiting" 6 (6): 37-59, 2009

26 H. C. Lucas, "Technology Use and Performance: A Field Study of Broker Workstations" 30 (30): 291-311, 1999

27 M. T. Dishaw, "Supporting Software Maintenance with Software Engineering Tools: A Computed Task- Technology Fit Analysis" 44 (44): 107-120, 1998

28 S. M. Furnell, "Security implications of electronic commerce: a survey of consumers and business" 9 (9): 372-382, 1999

29 C. E, Downing, "Rhetoric or Reality? The Professed Satisfaction of Older Customers with Information Technology" 9 (9): 15-27, 1997

30 J. C. Nunnally, "Psychometric Theory" McGraw-Hill 1978

31 H. S. Lee, "Principle of research paper for social science" Hankyungsa 2009

32 K. Mathieson, "Predicting user intentions: Comparing the technology of planned behavior" 2 (2): 173-191, 1991

33 L. R. Vijayasarathy, "Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model" 41 (41): 747-762, 2004

34 M. Igbaria, "Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model" 21 (21): 279-305, 1997

35 F. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 319-339, 1989

36 D. A. Adams, "Perceived Usefulness, Ease of Use, And Usage of Information Technology: A Replication" 6 (6): 227-247, 1992

37 W. W. Chin, "On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution" 19 (19): 237-246, 1995

38 A. R. Hendrickson, "On the Test-Retest Reliability of Perceived Usefulness and Perceived Ease of Use Scales" 17 (17): 227-230, 1993

39 J. F. Hair, "Multivariate Data Analysis, 6th ed" Pearson 2006

40 D. Gefen, "Managing user trust in B2C e-services" 2 (2): 2003-, 2003

41 IWSR, "International Wine and Spirit Record" 2011

42 R. B. Cooper, "Information Technology Implementation Research: A Technological Diffusion Approach" 36 (36): 123-139, 1990

43 E. Karahanna, "Information Technology Adoption across Time" 23 (23): 183-213, 1999

44 R. E. Rice, "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging" 12 (12): 27-55, 1990

45 C. Hirschman, Elizabeth, "Hedonic Consumption : Emerging Concepts, Methods and Propositions" 46 (46): 92-101, 1982

46 I. Ajzen, "From intentions to actions: A theory of planned behavior, In Action.control: From cognition to behavior" Springer 11-39, 1985

47 A. E. Al-Jafar, "Factors affecting diffusion of the electronic medical record(EMR) from a physicians' perspective: The Kuwait experience" 2002

48 J. Hartwick, "Explaining the role of user participation in information system use" 40 (40): 440-465, 1994

49 K. C. Laudon, "Environmental and Institutional Models of Systems Development: A National Criminal History System" 28 (28): 728-748, 1985

50 B. Szajna, "Empirical Evaluation of the Revised Technology Acceptance Model" 42 (42): 85-92, 1996

51 G. L. Lohse, "Electronic shopping: Quantifying the effect of customer interfaces on traffic and sales" 41 (41): 81-87, 1998

52 F. F. Reicheld, "E-loyalty: Your secret weapons on th Web" 7 (7): 105-113, 2000

53 J. A. Cazier, "E-business differentiation through value-based trust" 43 : 718-727, 2006

54 D. Gefen, "E-Commerce: The Role of Familiarity and Trust" 28 : 725-737, 2000

55 G. C. Moore, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation" 2 (2): 192-222, 1991

56 Coopre-Martin Elizabeth, "Consumers and Movies: Some Findings on Experiential Products" 18 : 372-378, 1991

57 S. L. Jarvenpaa, "Consumer reaction to electronic shopping on the www" 1 (1): 59-88, 1997

58 J. U. Kim, "Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping" 26 (26): 1208-1222, 2010

59 J. F. Engel, "Consumer behavior(8thed.)" Dryden Press 1995

60 J. F. Engel, "Consumer behavior" Hotel, Rinehart & Winston 1982

61 S. L. Jarvenpaa, "Consumer Trust in an Internet Store" 1 (1): 45-71, 2000

62 B. Su, "Consumer E-Tailer Choice Strategies at On-Line Shopping Comparison Sites" 11 (11): 135-159, 2007

63 V. Venkatesh, "Computers and Other Interactive Technologies for the Home" 39 (39): 47-54, 1996

64 D. R. Compeau, "Computer Self-Efficacy: Development of a Measure and Initial Test" 19 (19): 189-211, 1995

65 Y. Xu, "Building initial online trust: a social learning theory perspective and application on brick-and-click companies" 8 : 1-38, 2006

66 D. L. Hoffman, "Building Consumer Trust Online" 42 (42): 80-85, 1999

67 M. Fishbein, "Attitude, Intention and Behavior, In An introduction to theory and research" Addison-Wesley 1975

68 H. Lu, "An empirical study of the effect of perceived risk upon intention to use online applications" 13 (13): 106-120, 2005

69 F. D. Davis, "A technology acceptance model for empirically testing new end-user information systems: Theory and results" Sloan School of Management, Massachusetts Institute of Technology 1986

70 K. Wu, "A meta-analysis of the impact of trust on technology acceptance model: Investigation of moderating influence of subject and context type" 31 (31): 572-581, 2011

71 V. Venkatesh, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies" 46 (46): 186-204, 2000

72 G. H. Subramanian, "A Replication of Perceived Usefulness and Perceived Ease of Use Measurement" 25 (25): 863-874, 1994