The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on the effect of Benefits and Sacrifices factors of e-commerce paid membership on the Perceived Value and Intention to contiue using e-commerce

이커머스 유료멤버십의 혜택과 희생요인이 지각된 가치와 이커머스 지속이용의도에 미치는 영향에 관한 연구: 쿠팡 로켓와우와 네이버 플러스 멤버십의 비교를 중심으로

  • 박소언 (연세대학교 정보대학원) ;
  • 이상우 (연세대학교 정보대학원)
  • Received : 2024.02.12
  • Accepted : 2024.03.18
  • Published : 2024.03.31
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Abstract

Purpose The purpose of this study is to identify the utility and sacrifice factors of paid membership in domestic e-commerce based on the value-based acceptance model, and to determine its impact on perceived value and intention to continue using e-commerce. Design/methodology/approach This study confirmed the perceived benefits and sacrifice factors of e-commerce paid membership through in-depth interviews, and verified the research model through an online survey. Findings The study identifies seven perceived benefit factors(differentiation, enjoyment, sharing, point benefit, discount benefit, contents benefit, and delivery benefit) and three perceived sacrifice factors(fee, opportunity loss, complexity). Structural model verification reveals that discount benefit, delivery benefit, and opportunity loss significantly impact the perceived value in Coupang Rocket Wow, while discount benefit, point benefit, and fee significantly influence the perceived value in Naver Plus membership. The perceived value of both memberships positively influences the intention to continue using the respective e-commerce platforms. A comparison highlights a significant difference in the impact of opportunity loss on perceived value between Coupang Rocket Wow and Naver Plus memberships.

Keywords

Acknowledgement

본 연구는 박소언의 석사학위 졸업논문을 수정·보완한 것으로, 과학기술정보통신부 및 정보통신기획평가원의 대학ICT연구센터육성지원사업의 연구결과로 수행되었음(IITP-2024-2020-0-01749).

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