한국경영과학회:학술대회논문집 (Proceedings of the Korean Operations and Management Science Society Conference)
- 한국경영과학회 2007년도 추계학술대회 및 정기총회
- /
- Pages.488-492
- /
- 2007
고객 구매 프로세스 기반 B2C 차별화 전략 분석
Customer Buying Process Based B2C Differentiation Strategy Analysis
- 발행 : 2007.11.09
초록
In this study, we investigated how to distinguish customer delivered value to re-purchasing in fierce B2C industry. To identify key managerial variables that could distinctively impact re-purchasing, we first identified customer value proposition as per the customer buying decision process. Next, core value propositions of choice efficiency and competitive price are defined to determine vendor satisfaction during the searching stage and purchasing stage. The trust level is also introduced in the sense of reflecting confirmation to guarantee after purchase security. Then, significant managerial variables to impact on core value propositions are extracted. The resulting structural model illustrated that search convenience and quality assurance affect the choice efficiency, and re-purchase intention is strongly explained by both the vendor satisfaction and trust level. The empirical testing results also support that transaction cost reduction is key determinant of shopping at the Internet shopping mall. Furthermore, trust level should be combined to induce re-purchasing in addition to transaction cost savings.