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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Purpose ? This study explores the role of construal levels in predicting online consumer behavior on a retail website. It builds on the conceptualization that simply browsing a website and making actual purchases can be an outcome of how abstractly or concretely one thinks about that experience. This study examines the differential effects of intermediary websites’ attributes and seller’s product offerings in predicting frequency of visits and actual purchases.
Research design, data, and methodology ? Data were collected from 188 undergraduate students in a large university of Korea. Hierarchical regression model was utilized to test the proposed effect of website characteristics and seller attributes on visit and purchase.
Results ? We propose and find that online shopping website visits and purchase frequency have different antecedents. The results reveal that website visit frequency and purchase have different predictors and this can be explained through construal level theory. Specifically, we find purchase frequency is predicted more by website image and financial benefits can be more predictive in actual purchases.
Conclusions ? Consumer behavior on the internet can be delineated into website visits and actual purchases. First, uplifting the image of the website itself is much more important than just making offerings cheaper. Online shopping website should try to match its features to mental representations that customers go through from just visit (abstract) to purchase (concrete).
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참고문헌 (24)
참고문헌 신청
Arnold, M. J. / 2003 / Hedonic shopping motivations / Journal of retailing 79(2):77~95
Bakos, Y. / 1998 / The emerging role of electronic marketplaces on the internet / Communications of the ACM 41(8):35~42
Budman, M. / 1998 / Why are so many websites so bad? / Across the board 35:29~35
Chen, J. H. / 2002 / Adolescents' clothing purchase motivations, information sources, and store selection criteria: a comparison of male/female and impulse/non-impulse shoppers / Family and Consumer Sciences Research Journal 31(1):50~77
Childers, T. L. / 2002 / Hedonic and utilitarian motivations for online retail shopping behavior / Journal of retailing 77(4):511~535
Bakos, Y. / 1998 / The emerging role of electronic marketplaces on the internet / Communications of the ACM 41(8):35~42
Budman, M. / 1998 / Why are so many websites so bad? / Across the board 35:29~35
Chen, J. H. / 2002 / Adolescents' clothing purchase motivations, information sources, and store selection criteria: a comparison of male/female and impulse/non-impulse shoppers / Family and Consumer Sciences Research Journal 31(1):50~77
Childers, T. L. / 2002 / Hedonic and utilitarian motivations for online retail shopping behavior / Journal of retailing 77(4):511~535
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