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The Effect of Consumers' Perceptions on the Service Ubiquity in the Use of Mobile Based Virtual Store Services

모바일 가상스토어 서비스 이용에서 소비자의 유비쿼터스 특성지각의 영향

  • Moon, Heekang (Dept. of Home Economics Education, Pai Chai University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 문희강 (배재대학교 가정교육과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2014.07.22
  • Accepted : 2014.10.29
  • Published : 2014.12.31

Abstract

This study investigates the effect of service ubiquity perceptions on consumers' responses to virtual stores such as benefit and risk perceptions, shopping value perceptions, and service usage intention. Data were collected via a self-administered online survey from nationwide consumer panels of an online marketing research firm. Questionnaire items were adopted from previous literature and developed by authors via pretesting to measure variables. The results revealed that virtual store service ubiquity affects consumer benefit perceptions as well as risk perceptions. All benefit perceptions (including time effectiveness, user control, and compatibility) had significant mediating effects between service ubiquity and hedonic/utilitarian shopping service value perceptions. The mediating effect of financial risk was significant only in the relationship between service ubiquity and utilitarian value perception. The findings offer retailers and marketers information in regards to consumers' perception of a virtual store usage, which can enhance service and product strategy.

Keywords

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