The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Factors Influencing Consumers' Actual Behavior based on Different Degree of Product Information

제품정보제공수준에 따른 소비자 행동

  • 장활식 (부산대학교 경영학과) ;
  • 박광오 (부산대학교 경영학과) ;
  • 무쟁 (부산대학교 경영학과)
  • Received : 2010.02.23
  • Accepted : 2010.05.13
  • Published : 2010.06.28
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Abstract

E-commerce has been developing rapidly by enabling companies to sell their products or services online. However, adoption of an e-commerce website still faces lots of problems, such as changing consumer behaviors from purchasing in physical stores to purchasing online, privacy and risk, and so on. The purpose of this study is to analyze the influence of consumers' attitude on actual purchasing behavior based on the degree of product information. In this study, we designed two kinds of product web pages which show different degrees of product information. The first web page has adequate product information, and the second one has much less product information than the first one. We found that according to degree of product information, there is a difference among perceived usefulness, privacy, attitude and actual behavior. And we also reveal weight difference between the two kinds of webpages. Finally, we indicated that variables have impact effect on both mutual relations and preceding relationships.

본 연구의 목적은 웹페이지에서 제공하는 제품정보수준에 따른 소비자 행동의 차이를 조망하는 것이다. 연구를 위해 우리는 제품정보수준이 다른 2개의 웹페이지를 만들었다. 그 후, 학습효과를 제거하기 위하여 각각의 웹페이지를 다른 사람에게 보여준 후 응답을 받았고, 각 웹페이지당 178개와 162개의 응답을 얻었기 때문에, 개인의 편견이나 오류를 줄였다. 그 후 응답값을 토대로 제품정보수준이 다른 두 개의 웹페이지를 본 응답자들이 느끼는 유용성, 프라이버시, 소비자 태도, 실제행동간에 차이와 두 개의 모형간에 설정된 인과관계의 가중치에 차이가 있는가를 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 제품정보제공수준이 다른 두 개의 웹페이지에서 느끼는 변수간의 차이를 분석하기 위해 t-test를 실시하였다. 분석결과, 제품정보수준이 다른 두 개의 웹페이지를 본 응답자들이 느끼는 유용성, 프라이버시, 소비자 태도, 실제행동간에는 차이가 있었다. 둘째, 높은 제품정보를 제공하는 웹페이지와 낮은 제품정보를 제공하는 웹페이지 사이에 설정된 인과관계 가중치에는 차이가 있었다. 셋째, 제품정보수준은 유용성 및 프라이버시에, 유용성은 프라이버시, 소비자 태도, 실제행동에, 프라이버시는 소비자 태도와 실제행동에, 소비자 태도는 실제행동에 유의한 영향을 나타내었다.

Keywords

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