The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Online Information Source on Consumer Satisfaction in the Internet Shopping Mall

온라인 정보원천이 인터넷 쇼핑몰 소비자만족에 미치는 영향

  • Park, Kyung-Ja (Department of Business Administration Chonnam National University) ;
  • Jang, Hee-Young (Management Research Institute of Chonnam National University) ;
  • Rho, Hee-Ock (Small Business Institute of Sunchon National University)
  • 박경자 (전남대학교 경영학부) ;
  • 장희영 (전남대학교 경영연구소) ;
  • 노희옥 (순천대학교 중소기업경영연구소)
  • Received : 2010.10.07
  • Accepted : 2011.01.28
  • Published : 2011.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

웹이라는 환경은 다양한 정보원천을 생성해냈고, 온라인 소비자는 시간과 노력의 비용을 줄여 보다 합리적인 의사결정을 하기 위하여 웹 정보탐색을 한다. 특히 인터넷 환경은 정보를 획득하는 비용을 낮춤으로써 유용한 정보원천의 역할을 수행하고 있다(Bakos, 1997; Bar-Ilan, 2001). 그러나 너무 많은 정보는 오히려 소비자들의 의사결정을 방해할 수 있는데, 이때 소비자들은 정보원천에 대한 인지경향, 즉 신념수준을 가지고 자신에게 필요한 정보를 취사선택하게 된다(Schuman and Johnson, 1976). 이러한 관점에서 온라인상에서의 구매의사결정과 관련해서 주요하게 참조되는 정보원천을 파악하는 것은 의미있는 일이라 할 수 있다. 이에 본 연구에서는 사전조사를 통해 온라인 주요 정보원천으로 온라인 구매경험, 온라인 구전정보, 판매자 정보를 도출하였다. 그리고 이러한 정보원천이 제품만족, 정보만족에 미치는 영향관계를 알아보고, 이어서 정보만족과 제품만족이 인터넷 쇼핑몰에 대한 소비자의 전반적인 만족에 미치는 영향을 살펴보았다. 분석결과, 온라인 정보원천의 모든 변수들이 정보만족에 유의한 영향관계를 갖는 것으로 나타났으며, 제품만족과의 관계에서는 판매자 제공정보가 유의하지 않게 나타났다. 또한 정보만족과 제품만족 모두 소비자의 전반적인 만족에 유의한 영향을 미치는 것으로 나타났다. 이와 같은 결과는 온라인상에서의 정보의 중요성을 입증하는 것으로, 온라인 소비자의 정보원천에 대한 이용과 평가를 이해하는데 새로운 시각을 제공해주고, 정보원천에 대한 관리와 활용에 관한 실무적 시사점을 제시해 줄 것으로 기대된다.

Keywords

References

  1. Aaker, J. L., "Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes," Journal of Consumer Research, Vol. 26, No. 4, 2000, pp. 340-357. https://doi.org/10.1086/209567
  2. Bailey, J. E ., and Pearson, S. W., "Development of a tool of a measuring and analyzing computer user satisfaction," Management Science, Vol. 29, No. 5, 1983, pp. 530-545. https://doi.org/10.1287/mnsc.29.5.530
  3. Bakos, J. K., "Reducing buyer search costs: Implications for electronic marketplaces," Management Science, Vol. 43, No. 12, 1997, pp. 1676-1692. https://doi.org/10.1287/mnsc.43.12.1676
  4. Bar-Ilan, J., "The web as an information source on informetrics? A content analysis," Journal of American Society for Information Science, Vol. 51, No. 5, 2001, pp. 432-442.
  5. Beatty, S. E., and Smith, S. M., "External search effort: An investigation across several product categories," Journal of Consumer Research, Vol. 14, No. 1, 1987, pp. 83-75. https://doi.org/10.1086/209095
  6. Bentler, P. M., EQS Structural Equations Program Manual, BMDP Statistical Software, LA, 1989.
  7. Bickart, B., and Schindler, R. M., "Internet forums as influential sources of consumer information," Journal of Marketing, Vol. 15, No. 3, 2001, pp. 31-40.
  8. Blogdett, J., and Hill, D., "An exploratory study comparing amount-of search to consumers' reliance on each source of information," Advances in Consumer Research, Vol. 18, 1991, pp. 773-779.
  9. Chatterjee, P., "Online reviews: do consumers use them," Advances in Consumer Research, Vol. 28, No. 1, 2001, pp. 129-133.
  10. Craig, C. S., and McCann J. M., "Assessing communication effects on energy conservation," Journal of consumer research, Vol. 5, 1978, pp. 82-88. https://doi.org/10.1086/208718
  11. Davidow, W. H., and Uttal, B., Total Consumer Service: The Ultimate Weapon, Harper and Row, NY, 1989.
  12. Day, R. L., "Modeling choices among alternative responses to dissatisfaction," Advances in Consumer Research, Vol. 11, No. 1, 1984, pp. 496-499.
  13. DeLone, W. H., and McLean, E. R., "Information systems success: The quest for the dependent variable," Information Systems Research, Vol. 3, No. 1, 1992, pp. 60-95. https://doi.org/10.1287/isre.3.1.60
  14. Engel, J. F., Blackwell, R. D., and Miniard, P. W., Consumer Behavior, 6th edition. CBS Collage Publishing: Dryden Press, NY, 1990.
  15. Fazio, R. H., and Zanna, M. P., Direct experience and attitude-behavior Consistency, In L. Berkowitz (ed.), Advances in Experimental Social Psychology, Academic Press, NY, 1981, 161-202.
  16. Fornell, C., and Larcker, D. F., "Evaluating structural equations models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50. https://doi.org/10.2307/3151312
  17. Hair, J., Anderson, R., Tatham, R., and Black, W., Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, NJ, 1998.
  18. Kim, S. E., "Factors that influence Satisfaction of Shoppers Who have Internet Shopping Mall Experience," Journal of Information Systems, Vol. 17, No. 2, 2008, pp. 27-47. https://doi.org/10.5859/KAIS.2008.17.2.027
  19. Kwon, Y. G., Lee, S. R., and Park, H. J., "An Integrated Study for Customer Loyally in Internet Shopping Mall," Journal of Information Systems, Vol. 15, No. 4, 2006, pp. 23-53.
  20. Lurie, N. H., "Decision making in information-rich environments: the role of information structure," Journal of Consumer Research, Vol. 30, No. 4, 2004, pp. 473-486. https://doi.org/10.1086/380283
  21. Mano, H., and Oliver, R. L., "Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction," Journal of Consumer Research, Vol. 20, 1993, pp. 451-466. https://doi.org/10.1086/209361
  22. Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions," Journal of Marketing Research, Vol. 17, No. 4, 1980, pp. 460-469. https://doi.org/10.2307/3150499
  23. Oliver, R. L., "Measurement and evaluation of satisfaction process in retail setting," Journal of Retailing, Vol. 57, No. 3, 1981, pp. 25-48.
  24. Oliver, R. L., "Cognitive, affective, and attribute bases of the satisfaction response," Journal of Consumer Research, Vol. 20, No. 3, 1993, pp. 418-430. https://doi.org/10.1086/209358
  25. Podsakoff, M.P., and Organ, D.W., "Self-Reports in Organizational Research: Problems and Prospects," Journal of Management, Vol. 12, No. 4, 1986, pp. 531-544.
  26. Schuman, H., and Johnson, M. P., "Attitudes and behavior," Annual Review of Sociology, Vol. 2, No. 1, 1976, pp. 161-207. https://doi.org/10.1146/annurev.so.02.080176.001113
  27. Sicilia, M., and Ruiz, S., "The effects of the amount of information on cognitive responses in online purchasing tasks," Electronic Commerce Research and Applications, Vol. 9, No. 2, 2010, pp. 183-191. https://doi.org/10.1016/j.elerap.2009.03.004
  28. Solomon, M. R. Consumer Behavior, 6th Edition, Prentice Hall, NJ, 2002.
  29. Spreng, R. A., MacKenzie, S. B., and Olshavsky, R. W., "A reexamination of the determinants of consumer satisfaction," Journal of Marketing, Vol. 60, No. 3, 1996, pp. 15-32. https://doi.org/10.2307/1251839
  30. Yi, Y., "A critical review of consumer satisfaction," In V. A. Zeithma (ed.), Review Marketing, Vol. 4, American Marketing Association, Chicago, IL, 1990, 68-123.
  31. Yi, Y. J., "A theoretical examination of customer satisfaction research: findings and outlook," Journal of Consumer Studies, Vol. 11, No. 2, 2000, pp. 139-166.
  32. Walters, C. G., Consumer Behavior: Theory and Practice, McGraw-Hill/Irwin Inc, NY, 1974.
  33. Wright, P. L., "The cognitive process mediating acceptance of advertising," Journal of Marketing Research, Vol. 10, No. 1, 1973, pp. 53-62. https://doi.org/10.2307/3149409

Cited by

  1. Social Group Factors Impacting the Customer Satisfaction, Trust and Intention to Re-purchase in Social Commerce and the Moderating Effects of Utilitarian Value vol.22, pp.2, 2013, https://doi.org/10.5859/KAIS.2013.22.2.1