Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
권호 표지

A Study on the Effects of Flow on Customer Purchase Intention in Internet Shopping Malls

인터넷쇼핑몰에서 Flow가 소비자 구매의도에 미치는 영향에 관한 연구

  • 안운석 (남서울대학교 경영세무학부) ;
  • 박종원 (수원여자대학 전자상거래과)
  • Published : 2004.06.01
Download PDF
⟨ Previous Next ⟩

Abstract

In order for electronic commerce to be successful, it must have a theoretical framework that considers the characteristics of the internet user who are consumers in the cyber space and impacts their purchase intentions. We were able to obtain participations of 316 people, and derived statistics by means of SPSS/PC version 10.0 and Amos 4.0 statistics package. We found that, the higher the degree of skill and the sense of challenge, the level of involvement and perceived service quality increased. And the degree of skill has a negative influence on awareness of perceived risk than the sense of challenge. Perceived service quality, perceived risk and involvement has a influence on purchase intentions.

Keywords

References

  1. 박유식과 한명희(2001), '인터넷 쇼핑몰에서 위험지각과 품질지각이 구매의도에 미치는 영향 - 보증신뢰성, 지각된 업보의 양, 주관적 지식을 중심으로', 마케팅연구, 16(1), 59-84
  2. 산업자원부(2004), '2003년 e-비즈니스 및 전자상거래 실시현황'
  3. 정보통신부와 한국인터넷정보센터(2003), www.seri.org
  4. 한상린과 박천교(2000), 'Flow개념을 이용한 인터넷 환경에서의 소비자 구매의도 결정요인 분석,' '마케팅연구', 제15권, 제1호, pp.187-204
  5. 한국인터넷정보센터, http://www.nic.or.kr, 2003)
  6. 한국인터넷정보센터(2003), '인터넷 통계뉴스 : (기사 : 연합신문)', (http://isis.nic. or.kr/sub05/sub05_index.html?sub=01V&id=254&pageno=1&type=&keyword=, 2003.2.28
  7. 통계청(2003.6), '2002 4/4분기 및 연간 전자상거래 통계조사 결과'.
  8. Alba, J., J. Lynch, B. Weitz, C. Janiszewski, R. Lutz, A. Sawyer, and S. Wood(1997), 'Interactive Home Shopping : Consumer, Retailer, and Manufacturer Incentive to Participate in Electronic Marketplaces,' Journal of Marketing, Vol.61, July, pp.38-53 https://doi.org/10.2307/1251788
  9. Cheskin Research (1999), 'eCommerce Trust Study,' A Joint Research Project by Cheskin and Studio Archetype/Sapient (January) (http://www. studioarchetype .com/ cheskin/)
  10. Clarke, Sharon G. and John T. Haworth (1994), ''Flow' Experience in the Daily Lives of Sixth-Form Collect Students,' British Journal of Psychology, Vol.85, pp.511-523 https://doi.org/10.1111/j.2044-8295.1994.tb02538.x
  11. Csikszentmihalyi, Mihaly (1990), Flow: The Psychology of Optimal Experience, New York : Harper and Row
  12. Eighmey, John(1997), 'Profilling User Responses to Commercial Web Sites', Journal of Advertising Research, 37(May-June), 59-66
  13. Ghani, Jawaid A. and Satish P. Deshpande (1994), 'Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction,' The Journal of Psychology, Vol.128(4), pp.381-391 https://doi.org/10.1080/00223980.1994.9712742
  14. Hoffman, D. F. and T. P. Novak (1996), 'Marketing in Hypermedia Computer Mediated Environments: Conceptual Foundations,' Journal of Marketing, Vol.60, July, pp.50-68 https://doi.org/10.2307/1251841
  15. Hoque, Abeer Y. and Lohse, Gerald L. (1999), 'An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce', Journal of Marketing Research, 36(August), 387-394 https://doi.org/10.2307/3152084
  16. Lin, Carolyn A. (1999), 'Online Service Adoption Likelihood', Journal of Advertising Research, 39(2), 78-89
  17. Maignan, Isabelle and Lukas, Bryan A. (1997), 'The Nature and Social Uses of the Internet : A Qualitative Investigation', Journal of Consumer Affairs, 31(2), 346-371 https://doi.org/10.1111/j.1745-6606.1997.tb00395.x
  18. Marr, Arthur J. (1998), The Flow Experience: Or What Occurs When Bad Science Happens to Good Observations, working paper (personal communication)
  19. McGaughey, Ronald E. and Mason, Kevin H. (1998), 'The Internet as a Marketing Tool', Journal of Marketing Theory and Practice, 6(3), 1-11
  20. Novak, Thomas P and Donna L. Hoffman (1997), 'Measuring the Flow Experience Among Web Users', working paper, Vanderbilt University
  21. Novak, Thomas P., Donna L. Hoffman and Yiu-FaiYung (1998), 'Measuring the Flow Construct in Online Environment', working paper, Vanderbilt University
  22. Novak, Thomas P., Donna L. Hoffman and Yiu-FaiYung (2000), Modeling the Structure of the Flow Experience Among Web Users, Paper prepared for Marketing Science and the Internet Mini-Conference, MIT, March
  23. Parasuraman A., V. A. Zeithaml and L. L. Berry(1985), 'A Conceptual Model of Service Quality and Its Implication for Future Research,' Journal of Marketing, Vol.49(Fall), pp.41-50
  24. Peterson, R. A., S. Balasubramanian, and B. J. Bronnenberg(1997), 'Exploring The Implications of The Internet for Consumer Marketing,' Journal of the Academy of Marketing Science, Vol. 25(4), pp. 329-346 https://doi.org/10.1177/0092070397254005
  25. Rowley. Jennifer (2000), 'Product Search in E-shopping : A Review and Research Propositions', Journal of Consumer Marketing, 17(1), 20-35 https://doi.org/10.1108/07363760010309528
  26. Schiffman Leon G. and Leslie Lazar Kanuk(1994), Consumer Behavior, 5th edition, Prentice Hall. 562
  27. Swaminathan, Vanitha, Lepkowska- White, Elzbieta and Rao, Bharat P. (1999), 'Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange', JCME, 5(December)
  28. Ward, Michael R. and Lee, Michael J. (2000), 'Internet Shopping, Consumer Search and Product Branding', University of Illinois, working paper
  29. Zaichkowski, Judiyh L.(1990), 'Meaning the Involvement Construct', Journal of Consumer Reaserch, Vol.12, December. pp. 341-352
  30. Zeithaml, Valarie A.(1988), 'Consumer Perceptions of Price, Quality and Value : A Mean End Model and Synthesis of Evidence', Journal of Marketing, 52(July), 2-22 https://doi.org/10.2307/1251446