지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Consumer responses to 3D online shopping malls are influenced by their attitudes toward technology. This study examines the consumer differentiation according to technology readiness, compares customers with different technology readiness in terms of their perceived telepresence and e-loyalty, and examines the effect of their perceived telepresence on their e-loyalty. Samples from 300 females aged 21 to 39 were used for the final analysis. The results are as follows. First, consumers were classified into three groups, Explorers (N=72), Pioneers (N=105), and Skeptics (N=123), through factor analysis and k-means cluster analysis. Second, the Explorers evaluated the telepresence of the 3D online shopping mall higher than any other group. The Skeptics presented lower e-loyalty and perceived less telepresence in the 3D online shopping mall than the other two groups. Finally, telepresence had a significant influence on e-loyalty, as identified by the regression analysis. This verifies the effectiveness of 3D technology adopted or to be adopted by online shopping malls and demonstrates that 3D shopping malls can be a strategic alternative in the online shopping sector where competition is fierce. The results show that online shopping malls should focus on establishing 3D shopping environments with further effort to utilize the technology.
목차
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참고문헌 (31)
참고문헌 신청
Alba, J / 1997 / Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces / Journal of Marketing 61(3):35~53
Anderson, R. E / 2003 / E-Satisfaction and e-loyalty: A contingency framework / Psychology & Marketing 20(2):123~138
Coyle, J. R / 2001 / The effects of progressive levels of interactivity and vividness in web marketing sites / Journal of Advertising 30(3):65~77
Dahan, E / 2000 / The predictive power of Internet-based product concept testing using visual depiction and animation / Journal of Innovative Management 17(2):99~109
Day,G.S / 1969 / A two-dimensional concept of brand loy–alty / Journal of Advertising Research 9(3):29~35
Anderson, R. E / 2003 / E-Satisfaction and e-loyalty: A contingency framework / Psychology & Marketing 20(2):123~138
Coyle, J. R / 2001 / The effects of progressive levels of interactivity and vividness in web marketing sites / Journal of Advertising 30(3):65~77
Dahan, E / 2000 / The predictive power of Internet-based product concept testing using visual depiction and animation / Journal of Innovative Management 17(2):99~109
Day,G.S / 1969 / A two-dimensional concept of brand loy–alty / Journal of Advertising Research 9(3):29~35
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