The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effect of e-servicescape on Trust and Purchase Intentions

e-서비스스케이프가 신뢰와 구매의도에 미치는 영향

  • Received : 2013.08.01
  • Accepted : 2013.10.10
  • Published : 2013.11.28
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Abstract

Recently internet shopping malls provide newer and more varied goods and services to meet the demand of their customers. And as new companies enter the on-line shopping mall business, competition in this specific market is getting stiffer. Therefore, to keep a more sustained relationship with their customers, internet shopping malls need to satisfy their customers with their goods and services and to make them loyal customers. Unlike bricks-and-mortar stores in real life, This study also aims to propose an on-line physical environment model, and to develop the existing on-line research into a physical environment. The physical environment is measured on the four dimensions and 4 measurement units and the on-line physical environment, trust, and purchasing decisions are also explained. This study makes contributions as follows. First, online physical environments contain theoretical syntheses and operational definition. Second, this study finds that trust is an important part of an on-line transaction. Third, this study provides an insight into some of the factors preceding purchasing decisions. Lastly, this study finds that the consumer's comprehension of the on-line environment has a considerable influence on trust and purchasing decisions.

오늘날 온라인 쇼핑몰 기업들은 이용고객의 다양한 필요와 욕구에 부응하기 위하여 여러 가지 새로운 상품 및 보다 나은 서비스를 제공하기 위해 노력하고 있으며, 새로운 웹 사이트의 출현으로 인해 업체 간 경쟁도 치열해지고 있는 실정이다. 따라서 온라인 쇼핑몰업체들은 이용고객의 이탈을 방지하고, 이용고객과의 지속적인 관계를 장기적으로 유지하여 기업이 제공하는 제품 및 서비스에 대한 고객의 만족도를 높여줌으로써, 애호고객으로의 전환이 가능하도록 할 필요성이 있다. 본 논문의 목적은 심미적 매력, 공간 기능성, 결제 안정성, 머천다이징 4개의 차원으로 압축된 온라인 물리적 환경으로서의 e-servicescape의 개념적 모델을 제시하고, 이 개념과 신뢰 및 구매의도의 관계를 논의하기 위함이다. 또한 기존의 온라인 연구를 물리적 환경으로 개발하고 확대하기 위한 것에 목적을 둔다. 본 연구의 첫 번째 공헌은 첫째, 온라인 물리적 환경에 대한 이론적 종합과 조작적 정의를 포함하고 있다는 것이다. 둘째, 신뢰가 온라인 거래에 중요한 변수라는 것을 발견한 것에 있다. 셋째, 소비자의 구매의도의 선행요인에 대한 통찰에 대한 공헌이다. 마지막으로 온라인 환경에 대한 소비자의 이해는 신뢰와 구매의도에 대해 상당한 영향을 가하고 있다는 것을 본 연구를 통해 알 수 있다.

Keywords

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