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논문 기본 정보

자료유형
학술저널
저자정보
손민희 (동국대학교) 김문용 (한국외국어대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제12권 제4호
발행연도
2012.12
수록면
305 - 333 (29page)

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This research examines structural relationships among some perceived characteristics of an online event (i.e., attractiveness in terms of event contents and event rewards, convenience in participating in the event, and the fit between event and corporate brand), consumers" attitude toward the online event (hereafter termed “online event attitude”), consumers" attitude toward the product/service relevant to the online event (hereafter termed “product/service attitude”), and consumers" loyalty intentions of the product/service relevant to the online event(hereafter termed “product/service loyalty intentions”). Moreover, this research investigates whether some characteristics of online event participants (i.e., their age and motivation for participating in the event) moderate some of the aforementioned structural relationships. The results indicate that (1)some perceived characteristics of an online event (i.e., attractiveness in terms of event contents and event rewards, convenience in participating in the event) have a positive effect on online event attitude, (2)the fit between event and corporate brand does not have a significant relationship with online event attitude, (3)the fit between event and corporate brand has a positive effect on both product/service attitude and product/service loyalty intentions, (4)online event attitude has a positive effect on both product/service attitude and product/service loyalty intentions, (5)product/service attitude has a positive effect on product/service loyalty intentions, (6)there is not a significant moderating effect of event participants" age on the structural path between convenience in participating in the event and online event attitude, and (7)there is a significant moderating effect of event participants" motivation for taking part in the event (i.e., participants‘ interest in gifts vs. products/services) on the structural path between online event attitude and product/service attitude, whereas there is not a significant moderating effect of event participants" motivation for taking part in the event on the structural path between online event attitude and product/service loyalty intentions. On the basis of the results, theoretical and managerial implications, limitations, and directions for further research are discussed.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형과 가설
Ⅳ. 연구방법
Ⅴ. 분석 결과
Ⅵ. 요약 및 토론
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UCI(KEPA) : I410-ECN-0101-2014-326-000525886