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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술대회자료
저자정보
저널정보
한국경영학회 한국경영학회 융합학술대회 한국경영학회 2007년 통합학술발표논문집
발행연도
2007.8
수록면
1 - 41 (41page)

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There are many stages that on-line consumers should go under from when they select and purchase a certain product or service on the Web till they get the purchased product or service. In other words, they perceive the problems that they should solve, search for the information for alternatives, evaluate possible alternatives and then select a product or service and purchase it finally. On-line consumers want a convenient and satisfactory experience in these stages. Because of this, to give convenient and satisfactory experiences to on-line consumers is an important goal of e-business and a recently emerging marketing issue. As a matter of fact there are many companies that invest much money to get a better image on the corporate and products through on-line marketing. Recently many enterprises encourage their patrons to use web site to have good experience and participate in the production process through the web sites emphasizing interactivity. The ultimate purpose of web sites emphasizing interactivity is to enhance the favorable impression on the company and products and to increase their purchase intention. However, it is not certain if the actual marketing effects meet the goal of the corporate. In this article, it was tried to find out the actual marketing efficiency of on-line marketing considering the investment in the interactive web sites. For the purpose of this study, previous literature was reviewed and the necessary theory and a research model were made. To verify the established model and hypotheses, Internet questionnaire and experimental web site were made. For the purpose of experiment, the subjects were asked to experience the experimental web site according to the product type and interactivity level and their favorable impression and the purchase intention were measured before and after the experiment. The results of this study are as follows; the more interactivity the web site gives (Low->Medium->High), the more favorable impression and the higher purchase intention they show. The interesting thing is there is difference in change according to the product type. In case of Tangible Goods, the favorable impression change greatly in medium interactivity level while Intangible Goods, the favorable impression change greatly in high interactivity level. And in case of Tangible Goods, purchase intention change greatly than Intangible Goods. The ultimate thing that this article wanted to verify was what effect the interactivity level could actually make on the on-line marketing. Furthermore, it was tried to empirically identify the major factors influencing on-line marketing effect in details. It is hoped that this article will contribute to establishing marketing strategies and orienting the interactive web site production in order that marketers can get the best on-line marketing effects from the consumers

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