쇼핑가치가 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구 = The Study of the Influence of Consumer`s Shopping Orientation on the Relationship between Store image variables and On-line Consumer`s Purchase Intention

다국어 초록 (Multilingual Abstract)

The identification of consumer’s shopping motivation and factors that affect store image is important in designing the internet shopping-mall and operating the store. The purpose of this study is to identify the salient store image variables affecting buying intention of internet shoppers and the differential influence of store image variables on the intention to buy according to consumer’s shopping values. Specifically this study is to find major dimensions that influence the attitude toward a internet shopping mall and intention to buy. Then empirically tests that site image variables may have differential impact on the attitude toward internet shopping mall and intention to buy depending upon hedonic value oriented consumers and utilitarian value oriented consumers. Emipircal results show that shopping value orientation is different between male consumers and female consumers such that male consumers have stronger utilitarian shopping value than female consumers have and female consumers have stronger hedonic shopping values. And segmenting the consumers between hedonic value oriented group and utilitarian value oriented group to understand the differential effect of site image variables, this study found that while in utilitarian value oriented group all site image variable but site atmosphere show emipircaly significant, in hedonic value oriented consumer group only store reliability and site atmospheres have significant influence on intention to buy.