• 제목/요약/키워드: LISREL Model

검색결과 327건 처리시간 0.028초

유통업체 상표의 지각된 정보단서가 이의 지각품질, 지각희생 및 선호에 미치는 영향 (An Influence of Private Brand′s Perceived Cues on It′s Proneness)

  • 김성배;전인수
    • 한국유통학회지:유통연구
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    • 제6권2호
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    • pp.19-40
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    • 2002
  • 기존자료에 의하면 우리나라 유통업체 상표가 제조업체 상표에 비해 평균 23.3% 저렴하여 가격경쟁력을 갖는다고 한다. 하지만 유통업체 상표가 소매점 매출에서 차지하는 비율은 미국의 경우 25-30%에 육박하는 것으로 추산되는데 비해 우리나라는 아직 4% 정도로 미미한 수준이다. 그 이유를 본 연구에서는 유통업체 상표가 갖는 정보의 단서효과에서 찾고 있다. 유통업체 상표가 갖는 정보단서가 이의 선호로 연결되는 과정을 지각가치의 수단-목표모델로 설명하여 10개의 가설을 설정하였다. 가설은 E-마트 서부산점에서 포장소비재를 구입한 소비자를 대상으로 검증하였는데, 그 결과 중 흥미로운 것은 다음과 같다. 먼저, 외재단서 중 상표태도가 유통업체 상표의 정보단서로서 가장 중요하며, 지금까지 연구되지 않았던 내재단서가 정보단서로 중요함이 새로 밝혀졌다. 다음으로, 제조업체 상표를 준거가격으로 사용하는 지각가격도 유통업체 상표의 정보단서로 중요하였다. 끝으로, 정보단서와 선호를 연결하는 지각가치를 구성하는 두 요소인 지각품질과 지각희생 중 지각품질만이 유통업체상표 선호와 정(+)의 관계를 보여, 혁신층에 가까운 4%는 위험추구적 성향이 강함을 시사하고 있다.

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상품 범주별 온라인 구매도 -인터넷 동기와 온라인 구매성향 기능- (Online Purchase Intentions for Product Categories -The Functions of Internet Motivations and Online Buying Tendencies-)

  • 김은영
    • 한국의류학회지
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    • 제32권6호
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    • pp.890-901
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    • 2008
  • 본 연구는 소비자의 인터넷 사용동기, 온라인 구매성향과 제품구매의도 사이의 관계를 밝힘으로써 온라인 상품 범주화의 기초 개념을 밝히고자 하였다. 조사대상은 미국 남서부 지역에 거주하는 대학생 총 217명으로 구성되었으며, 자료분석을 위해 요인분석과 경로모델을 추정하였다. 분석결과, 소비자의 인터넷 동기는 기분전환, 경제적, 정보적, 사회적 동기의 4개 요인으로 분류되었다. 또한 온라인 제품은 구매의도에 따라 감각상품, 인지상품과 탐색상품의 3개 범주로 분류되었다. 경로모델의 추정결과, 인터넷 사용의 기분전환과 경제적 동기요인이 충동구매성향에 영향을 주는 반면, 경제적, 정보적, 사회적 동기요인은 계획구매성향에 영향을 주는 것으로 나타났다. 온라인 구매의도에 있어서, 감각상품은 충동구매성향과 더 높은 관계를 나타낸 반면, 인지상품과 탐색상품은 계획구매성향과 더 높은 관계를 나타냈다. 또한, 인지상품은 경제적 동기에 근거한 계획구매성향에 의해 더 강한 효과를 보였으며, 탐색상품은 정보적 동기에 의한 계획구매성향에 의해 더 강한 효과를 나타났다. 따라서 본 연구는 특정 상품 범주에 따른 이론적 정립과적절한I-마케팅 전략의 관리적 측면이 논의되었다.

중년여성의 우울 구조모형 (A Structural Model for Depression in Middle-aged Women)

  • 박금자;이경혜
    • 여성건강간호학회지
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    • 제8권1호
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    • pp.69-84
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    • 2002
  • The purpose of this study was to develope and test the structural model for depression in middle-aged women. A hypothetical model was constructed on the basis of previous studies and a review of literatures. The conceptual framework was built around eight constructs. Exogenous variables included in this model were volunteer activity, health status & economic status. Endogenous variables were meaning of life, self-esteem, perceived life stress & depression. Empirical data for testing the hypothetical model was collected using a self-report questionnaire from 216 middle-aged women in Pusan City. The Data was collected from May to June, 1999. Reliability of the seven instruments tested with Cronbach's alpha was ranged from .86-.94. For the data analysis, SPSS 7.5 WIN Program and LISREL 8.12 WIN Program were used for descriptive statistics and covariance structural analysis. The results of covariance structure analysis were as follows: 1. The hypothetical model showed a good fit with the empirical data. [$x^2$/df=2.87(p=.72), GFI=1.00, AGFI=.98, RMSR=.025, NFI=.99, standardized residuals ($-1.44{\sim}1.44$)]. 2. To heighten for the parsimony and fitness of the model, a modified model was constructed by deleting according to the criteria of statistical significance and meaning. 3. The modified model also showed a good fit with the data. [$x^2$=5.26(01=7,p=.63), GFI=.99, AGFl=.97, RMSR=.025, NFI=.99, standardized reslduals ($-1.50{\sim}1.45$)] Results of the testing of the hypothesis were as follows : 1. Self-esteem(${\beta}_{42}$=-.48, t=-5.64) had a negative and perceived life stress(${\beta}_{43}$=.20, t=3.21)had a positive direct effect on depression. Meaning of life had a negative direct(${\beta}_{41}$=-.17, t=-2.19) and a negative indirect effect through self-esteem on depression. Volunteer activity had a negative indirect effect through meaning of life, meaning of life and self-esteem on depression. Health status had a negative direct and a negative indirect effect through meaning of life, meaning of life and self-esteem on depression. Economic status had a negative indirect effect through perceived life stress on depression. Self-esteem was the most significant variable. 2. Volunteer activity(${\gamma}_{11}$=.43, t=6.78) and health status(${\gamma}_{12}$=.35, t=4.88) had positive direct effect on meaning of life. 3. Meaning of life(${\beta}_{21}$=.50, t=6.53) had a positive direct effect on self-esteem. Volunteer activity had a positive indirect effect through meaning of life on self-esteem. Health status had a positive direct(${\gamma}_{22}$=.18, t=2.23) and a indirect effect through meaning of life on self-esteem. Meaning of life was the most significant variable. 4. Economic status (${\gamma}_{33}$=-.44, t값=-6.01) had a positive direct effect on perceived life stress. The results of this study showed that self-esteem had the most significant direct effect on depression. Meaning of life and health status had significant direct effect on this self-esteem. Volunteer activity and health status had direct effect on meaning of life. The results of this study suggested that there is a need to develope intervention to promote degree of self-esteem and alleviate degree of depression in middle-aged women.

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여성의 자궁절제술후 삶의 질 구조모형 (A Structural Model for Quality of Life in Women Having Hysterectomies)

  • 김숙남
    • 대한간호학회지
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    • 제29권1호
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    • pp.161-173
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    • 1999
  • The purpose of this study was to develope and test the structural model for quality of life in women having hysterectomies. A hypothetical model was constructed on the basis of previous studies and a review of literature. The conceptual framework was built around eight constructs. Exogenous variables included in this model were marital intimacy, importance of uterus, professional support, positive coping behavior and pre-operative symptoms. Endogenous variables were spouse's support, sense of loss and quality of life. Empirical data for testing the hypothetical model was collected using a self-report questionnare from 203 women having hysterectomies at the outpatient clinics of four general hospitals and a mail survey in Pusan City. The Data was collected from December, 1997 to January, 1998. Reliability of the eight instruments was tested with Cronbach's alpha which ranged from 0.639-0.915. For the data analysis, SPSS 7.5 WIN Program and LISREL 8.12 WIN Program were used for descriptive statistics and covariance structural analysis. The results of covariance structure analysis were as follows : 1. Hypothetical model showed a good fit with the empirical data. [$\chi$$^2$=6.93(df=5, P=.23), GFI=.99, AGFI=.94, RMSR=.019, NNFI=.97, NFI=.98, CN=440, standardized residuals(-2.14-2.10)] 2. For the parsimony of model, a modified model was constructed by deleting 3 paths and adding 1 path according to the criteria of statistical significance and meaning. 3. The modified model also showed a good fit with the data. [$\chi$$^2$=5.26(df=7, P=.63), GFI=.99, AGFI=.97, RMSR=.014, NNFI=1.02, NFI=.99, CN=710, standardized residuals(-1.46-1.70)] Results of the testing of the hypothesis were as follows : 1. Marital intimacy(${\gamma}$11=.78, t=14.37) and professional support(${\gamma}$13=.12, t=2.12) had a significant direct effect on the spouse's support. 2. Pre-operative symptoms(${\gamma}$25=.32, t=3.12), importance of uterus(${\gamma}$22=.20, t=2.61) and spouse's support($\beta$2l=-.19, t=-2.43) had a significant direct effect on the sense of loss. 3. Sense of loss($\beta$32=-.66, t=-9.83) had a direct effect on the quality of life. Marital intimacy had a direct(${\gamma}$31=.19, t=3.33), indirect(${\gamma}$31=.14, t=2.52) and total effect(${\gamma}$31=.25, t=4.41) on the quality of life. Professional support had a direct effect(${\gamma}$33=.11, t=2.07) and total effect(${\gamma}$33=.13, t=2.31) on the quality of life. The direct effect of pre-operative symptoms(${\gamma}$35=-.36, t=4.02) and positive coping behavior(${\gamma}$34=.15, t=2.06) had the insignificant effect on the quality of life while, due to the idirect effect these variables had overall significant effect on the quality of life. The results of this study showed that the sense of loss had the most significant direct effect on the quality of life. Marital intimacy, pre -operative symptoms and spouse's support had a significant direct effect on this sense of loss. These four variables, the sense of loss, marital intimacy, pre-operative symptoms and spouse's support, were identified as relatively important variables. The results of this study suggested that there is needed to determine if nursing intervention would alleviate this sense of loss and promote a greater quality of life in women who have had hysterectomies.

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중년후기 여성의 건강증진행위 모형구축 (A Model for Health Promoting Behaviors in Late-middle Aged Woman)

  • 박재순
    • 여성건강간호학회지
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    • 제2권2호
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    • pp.298-331
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    • 1996
  • Recent improvements in living standard and development in medical care led to an increased interest in life expectancy and personal health, and also led to a more demand for higher quality of life. Thus, the problem of women's health draw a fresh interest nowadays. Since late-middle aged women experience various physical and socio-psychological changes and tend to have chronic illnesses, these women have to take initiatives for their health control by realizing their own responsibility. The basic elements for a healthy life of these women are understanding of their physical and psychological changes and acceptance of these changes. Health promoting behaviors of an individual or a group are actions toward increasing the level of well-being and self-actualization, and are affected by various variables. In Pender's health promoting model, variables are categorized into cognitive factors(individual perceptions), modifying factors, and variables affecting the likelihood for actions, and the model assumes the health promoting behaviors are affected by cognitive factors which are again affected by demographic factors. Since Pender's model was proposed based on a tool broad conceptual frame, many studies done afterwards have included only a limited number of variables of Pender's model. Furthermore, Pender's model did not precisely explain the possibilities of direct and indirect paths effects. The objectives of this study are to evaluate Pender's model and thus propose a model that explains health promoting behaviors among late-middle aged women in order to facilitate nursing intervention for this group of population. The hypothetical model was developed based on the Pender's health promoting model and the findings from past studies on women's health. Data were collected by self-reported questionnaires from 417 women living in Seoul, between July and November 1994. Questionnaires were developed based on instruments of Walker and others' health promotion lifestyle profile, Wallston and others' multidimensional health locus of control, Maoz's menopausal symptom check list and Speake and others' health self-rating scale. IN addition, items measuring self-efficacy were made by the present author based on past studies. In a pretest, the questionnaire items were reliable with Cronbach's alpha ranging from .786 to .934. The models for health promoting behaviors were tested by using structural equation modelling technique with LISREL 7.20. The results were summarized as follows : 1. The overall fit of the hypothetical model to the data was good (chi-square=4.42, df=5, p=.490, GFI=.995, AGFI=.962, RMSR=.024). 2. Paths of the model were modified by considering both its theoretical implication and statistical significance of the parameter estimates. Compared to the hypothetical model, the revised model has become parsimonious and had a better fit to the data (chi-square =4.55, df=6, p=.602, GFI=.995, AGFI=.967, RMSR=.024). 3. The results of statistical testing were as follows : 1) Family function internal health locus of control, self-efficacy, and education level exerted significant effects on health promoting behaviors(${\gamma}_{43}$=.272, T=3.714; ${\beta}_[41}$=.211, T=2.797; ${\beta}_{42}$=.199, T=2.717; ${\gamma}_{41}$=.136, T=1.986). The effect of economic status, physical menopausal symptoms, and perceived health status on health promoting behavior were insignificant(${\gamma}_{42}$=.095, T=1.456; ${\gamma}_{44}$=.101, T=1.143; ${\gamma}_{43}$=.082, T=.967). 2) Family function had a significance direct effect on internal health locus of control (${\gamma}_{13}$=.307, T=3.784). The direct effect of education level on internal health locus of control was insignificant(${\gamma}_{11}$=-.006, T=-.081). 3) The directs effects of family functions & internal health locus of control on self-efficacy were significant(${\gamma}_{23}$=.208, T=2.607; ${\beta}_{21}$=.191, T=2.2693). But education level and economic status did not exert a significant effect on self-efficacy(${\gamma}_{21}$=.137, T=1.814; ${\beta}_{22}$=.137, T=1.814; ${\gamma}_{22}$=.112, T=1.499). 4) Education level had a direct and positive effect on perceived health status, but physical menopausal symptoms had a negative effect on perceived health status and these effects were all significant(${\gamma}_{31}$=.171, T=2.496; ${\gamma}_{34}$=.524, T=-7.120). Internal health locus and self-efficacy had an insignificant direct effect on perceived health status(${\beta}_{31}$=.028, T=.363; ${\beta}_{32}$=.041, T=.557). 5) All predictive variables of health promoting behaviors explained 51.8% of the total variance in the model. The above findings show that health promoting behaviors are explained by personal, environmental and perceptual factors : family function, internal health locus of control, self-efficacy, and education level had stronger effects on health promoting behaviors than predictors in the model. A significant effect of family function on health promoting behaviors reflects an important role of the Korean late-middle aged women in family relationships. Therefore, health professionals first need to have a proper evaluation of family function in order to reflect the family function style into nursing interventions and development of strategies. These interventions and strategies will enhance internal health locus of control and self-efficacy for promoting health behaviors. Possible strategies include management of health promoting programs, use of a health information booklets, and individual health counseling, which will enhance internal health locus of control and self-efficacy of the late-middle aged women by making them aware of health responsibilities and value for oneself. In this study, an insignificant effect of physical menopausal symptoms and perceived health status on health promoting behaviors implies that they are not motive factors for health promoting behaviors. Further analytic researches are required to clarify the influence of physical menopausal symptoms and perceived health status on health promoting behaviors with-middle aged women.

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재망상복장구물중전자(在网上服装购物中电子)E-SERVQUAL 대전자충성도적영향(对电子忠诚度的影响) (The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping)

  • Kim, Eun-Young;Jackson, Vanessa P.
    • 마케팅과학연구
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    • 제19권4호
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    • pp.57-63
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    • 2009
  • 随着电子商务指数式增长(电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用而导致客户满意度或行为后果的竞争优势. 特别是对于服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 并增加电子商务中服装零售的成功. 因此, 本研究探讨电子服务质量(电子SERVQUAL)的因素和根据Parasuraman等人(2005)的研究框架对网上服装购物的电子忠诚度的独特影响. 这项研究的具体目标是确定的基本层面的E - SERVQUAL, 分析有关在网上服装购物中电子SERVQUAL对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献并确定了核心的两个方面和恢复服务. 这项研究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有积极影响和客户满意度在电子SERVQUAL对服装网上购物电子忠诚度影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美国从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析(例如, 探索, 验证)评估了有效性和可靠性, 结构方程模型, 包括测量和结构模型, 通过线性结构8.8程序评估了包括测量和结构模型的结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素: 赔偿, 执行, 效率, 系统可用性和反应能力. 这支持在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务(如满足, 效率, 系统可用性)和恢复相关的服务(例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生潜变量, 两个内生潜变量(例如客户满意度, 电子忠诚度). 对于测量模型, 各代表概念的因子载荷有显著的统计学意义, 比 0.60大, 内部一致性信从 0.85 至 0.8 8 不等. 在估计电子SERVEQUAL因素的结构模型, 系统的可用性对电子忠诚的直接和积极的作用, 而效率对网上服装购物的电子忠诚度有负面影响. 然而, 满足不是解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为系统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取决于服务质量没有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务质量对电子忠诚度(例如再购买意图)有间接影响. 此外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因此, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢复特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 研究结果在管理和研究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢复服务有关的服务质量等问题, 例如对问题和返回的迅速反应, 客户购买之后的问题赔偿. 为了保持电子忠诚, 在消费者购买服装中恢复服务对消费者第一次选择网站起到重要作用. 由于网上购物的消费者可以在任何地方购物, 提高竞争优势的营销策略是为消费者提供更好的服务质量, 最大限度地满意, 并把创造客户网上服装购买的电子忠诚度. 从研究的角度来看, 解释这些结果时, 本研究的一些局限需要被考虑. 对于未来的研究, 调查结果为这一重要主题理论和实证方面的进一步的研究提供了依据. 根据研究结果, 更全面的模型预测电子SERVQUAL的结果可以被开发和测试. 对全球时装市场, 这项研究可以扩展使用多国样本的跨文化的方法来研究服装的电子服务质量.

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고등학생의 건강 및 삶의 질에 대한 진단적 연구 - PRECEDE 모형을 근간으로 - (A Diagnostic Study on High School Students' Health and Quality of Life - Based on the PRECEDE model -)

  • 유재순;홍여신
    • 한국간호교육학회지
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    • 제3권
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    • pp.78-98
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    • 1997
  • Health education, as the most fundamental concept for national health promotion, alms for developing the self-care ability of the general public. High school days are regarded as the period when most important physical, mental and social developments occur, and most health-related behaviors are formed. School health education is one of the major learning resources influencing health potential in the home and community as well as for the individual student. High school health education in Korea has a fundamental systemic flaw in that health-related subjects are divided and taught under various subjects areas at school. In order to achieve the goal of school health education, it is essential to make a systematic assessment of the learner's concerns connected with his health and life, and the factors affecting them. So far, most of the research projects that had been carried out for improving high school health education were limited in their concerns to a particular aspect of health. Even though some had been done in view of comprehensive school health education, they failed to Include a health assessment of the learner. Therefore, in this study the high school students' concerns related to health and life were investigated in the first place on the basis of the PRECEDE model, developed by Green and others for the purpose of a comprehensive diagnostic research on high school health education. This study was done in two steps : one was the basic study for developing research instrument and the other was the main one. The former was conducted at five high schools in Seoul and Cheongju for 2 months-beginning in March, 1996. The students were asked to respond to questions related to their health and lives in unstructured open-ended question forms. On the basis of analysis of the basic study, the diagnostic instruments for the quality of life, health problems, health behavior and educational factors were constructed to be used for the collection of data for main study. An expert panel and the pilot study were used to improve content validity and reliability of the instruments. The reliability of the instruments was measured at between .7697 and .9611 by the Cronbach $\alpha$. The data for this study were collected from the sample consisted of the junior and senior classes of twenty general and vocational high schools in Seoul and Cheongju for two months period beginning in July, 1996. In analyzing the data, both t-test and $X^2$-test were done by using SAS-$PC^+$ Program to compare data between the sexes of the high school students and the types of high school. A canonical correlation analysis was carried out to determine the relationships among the diagnostic variables, and a multivariate multiple regression analysis was conducted by using LISREL 8.03 to ascertain the influences of variables on the high school students' health and quality of life. The results were as follows : 1) The findings of the hypothesis tests (1) The canonical correlation between the educational diagnosis variables and behavioral, epidemiological, social diagnosis variables was .7221, which was significant at the level of p<.001. (2) The canonical correlation between the educational diagnosis variables and the behavior variables was .6851, which also was significant (p<.001). (3) The canonical correlation between the behavioral diagnosis variables and the epidemiological variables was 4295, which was significant (p<.001). (4) The canonical correlation between the epidemiological diagnosis variables and the social variables was .6005, which was also significant (p<.001). Therefore, the relationship between each diagnosis variable suggested by the PRECEDE model had been experimentally proven to be valid, supporting the conceptual framework of the study as appropriate for assessing the multi-dimensional factors affecting high school students' health and quality of life. Health behavior self-efficacy, the level of parents' interest and knowledge of health, and the level of the perception of school health education, all of which are the educational diagnostic variables, are the most influential variables in students' health and quality of life. In particular, health behavior self-efficacy, a causative factor, was one of the main influential variables in their health and quality of life. Other diagnostic variables suggested in the steps of the PRECEDE model were found to have reciprocal relations rather than a unidirectional causative relationship. The significance of this research is that it has diagnosed the needs of high school health education by the learner-centered assessment of variety of factors related to the health and the life of the students. This research findings suggest an integrated system of school health education to be contrived to enhance the effectiveness of the education by strengthening the influential factors such as self-efficacy to improve the health and quality of the lives of high school students.

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인터넷 쇼핑몰 수용에 있어 사용자 능력의 조절효과 분석 (An Analysis of the Moderating Effects of User Ability on the Acceptance of an Internet Shopping Mall)

  • 서건수
    • Asia pacific journal of information systems
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    • 제18권4호
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    • pp.27-55
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    • 2008
  • Due to the increasing and intensifying competition in the Internet shopping market, it has been recognized as very important to develop an effective policy and strategy for acquiring loyal customers. For this reason, web site designers need to know if a new Internet shopping mall(ISM) will be accepted. Researchers have been working on identifying factors for explaining and predicting user acceptance of an ISM. Some studies, however, revealed inconsistent findings on the antecedents of user acceptance of a website. Lack of consideration for individual differences in user ability is believed to be one of the key reasons for the mixed findings. The elaboration likelihood model (ELM) and several studies have suggested that individual differences in ability plays an moderating role on the relationship between the antecedents and user acceptance. Despite the critical role of user ability, little research has examined the role of user ability in the Internet shopping mall context. The purpose of this study is to develop a user acceptance model that consider the moderating role of user ability in the context of Internet shopping. This study was initiated to see the ability of the technology acceptance model(TAM) to explain the acceptance of a specific ISM. According to TAM. which is one of the most influential models for explaining user acceptance of IT, an intention to use IT is determined by usefulness and ease of use. Given that interaction between user and website takes place through web interface, the decisions to accept and continue using an ISM depend on these beliefs. However, TAM neglects to consider the fact that many users would not stick to an ISM until they trust it although they may think it useful and easy to use. The importance of trust for user acceptance of ISM has been raised by the relational views. The relational view emphasizes the trust-building process between the user and ISM, and user's trust on the website is a major determinant of user acceptance. The proposed model extends and integrates the TAM and relational views on user acceptance of ISM by incorporating usefulness, ease of use, and trust. User acceptance is defined as a user's intention to reuse a specific ISM. And user ability is introduced into the model as moderating variable. Here, the user ability is defined as a degree of experiences, knowledge and skills regarding Internet shopping sites. The research model proposes that the ease of use, usefulness and trust of ISM are key determinants of user acceptance. In addition, this paper hypothesizes that the effects of the antecedents(i.e., ease of use, usefulness, and trust) on user acceptance may differ among users. In particular, this paper proposes a moderating effect of a user's ability on the relationship between antecedents with user's intention to reuse. The research model with eleven hypotheses was derived and tested through a survey that involved 470 university students. For each research variable, this paper used measurement items recognized for reliability and widely used in previous research. We slightly modified some items proper to the research context. The reliability and validity of the research variables were tested using the Crobnach's alpha and internal consistency reliability (ICR) values, standard factor loadings of the confirmative factor analysis, and average variance extracted (AVE) values. A LISREL method was used to test the suitability of the research model and its relating six hypotheses. Key findings of the results are summarized in the following. First, TAM's two constructs, ease of use and usefulness directly affect user acceptance. In addition, ease of use indirectly influences user acceptance by affecting trust. This implies that users tend to trust a shopping site and visit repeatedly when they perceive a specific ISM easy to use. Accordingly, designing a shopping site that allows users to navigate with heuristic and minimal clicks for finding information and products within the site is important for improving the site's trust and acceptance. Usefulness, however, was not found to influence trust. Second, among the three belief constructs(ease of use, usefulness, and trust), trust was empirically supported as the most important determinants of user acceptance. This implies that users require trustworthiness from an Internet shopping site to be repeat visitors of an ISM. Providing a sense of safety and eliminating the anxiety of online shoppers in relation to privacy, security, delivery, and product returns are critically important conditions for acquiring repeat visitors. Hence, in addition to usefulness and ease of use as in TAM, trust should be a fundamental determinants of user acceptance in the context of internet shopping. Third, the user's ability on using an Internet shopping site played a moderating role. For users with low ability, ease of use was found to be a more important factors in deciding to reuse the shopping mall, whereas usefulness and trust had more effects on users with high ability. Applying the EML theory to these findings, we can suggest that experienced and knowledgeable ISM users tend to elaborate on such usefulness aspects as efficient and effective shopping performance and trust factors as ability, benevolence, integrity, and predictability of a shopping site before they become repeat visitors of the site. In contrast, novice users tend to rely on the low elaborating features, such as the perceived ease of use. The existence of moderating effects suggests the fact that different individuals evaluate an ISM from different perspectives. The expert users are more interested in the outcome of the visit(usefulness) and trustworthiness(trust) than those novice visitors. The latter evaluate the ISM in a more superficial manner focusing on the novelty of the site and on other instrumental beliefs(ease of use). This is consistent with the insights proposed by the Heuristic-Systematic model. According to the Heuristic-Systematic model. a users act on the principle of minimum effort. Thus, the user considers an ISM heuristically, focusing on those aspects that are easy to process and evaluate(ease of use). When the user has sufficient experience and skills, the user will change to systematic processing, where they will evaluate more complex aspects of the site(its usefulness and trustworthiness). This implies that an ISM has to provide a minimum level of ease of use to make it possible for a user to evaluate its usefulness and trustworthiness. Ease of use is a necessary but not sufficient condition for the acceptance and use of an ISM. Overall, the empirical results generally support the proposed model and identify the moderating effect of the effects of user ability. More detailed interpretations and implications of the findings are discussed. The limitations of this study are also discussed to provide directions for future research.

관습적 마아케팅경로에 있어서 구성원의 상호관계에 관한 연구 (The Interrelationship between Dealing Partners in Conventional Marketing Channel)

  • 김수관
    • 수산경영론집
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    • 제22권1호
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    • pp.53-75
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    • 1991
  • The objectives of this study are to conceptualize theoretically and to examine empirically the interrelationships among channel member's satisfaction, dependence, and performance being immanent between dealing partners, by integrating behavioral and economic approach to explain comprehensively the interrelationship between dealing partners in conventional marketing channel which have not studied in previous studies. To attain above objectives, latent variables and observed variables which had been immanent between licenced dealers and wholesalers in fish marketing channel were found out by exploratory study, and pre-test was conducted to select the proper variables, and then the model which could explain the interrelationships among the variables was set up. Three categories of varables were considered in this study. Namely, economic and noneconomic factors were identified as independent variable, the degree of satisfaction and dependence to dealing partner as intervening variable, and performance as dependent variable. The data for the study was obtained from a survey questionnaire of 214 licenced dealers who work in Pusan, Yusoo, and Kunsan and 190 wholesalers who work in whole country. Among them, 264 anayzable questionnaires(including 154 licenced dealers and 110 wholesalers)were collected. Statistical procedure to analyze the data was carried out by LISREL version 7. Major findings obtained from the results of the analysis are as follows. First, economic variables have a great influence on the degree of both licenced dealers' and wholesalers' satisfaction. Among economic variables, the degree of keeping wholesalers' payment date have greater influence on the degree of licenced dealers' satisfaction, and licenced dealers' faculty being able to send good fish in quality have greater influence on the degree of wholesaler's satisfaction than other variables. In short, licenced dealers make great account of wholesalers' payment, and wholesalers make great account of licenced dealers' faculty being able to send good fish in quality in dealing relationship. Second, noneconomic variables have more relevance to the degree of dependence in both sides than economic variables. This means that noneconomic variables as well as economic variables can be a factor to keep up the dealing relationship. Third, the degree of satisfaction and dependence have influence on performance in both sides. In the licenced dealers' side, the degree of dependence have greater influence on performance than the degree of satisfaction, on the other hand, in wholesalers' side, the degree of satisfaction have greater influence on performance than the degree of dependence. This means that wholesalers can easily substitute their dealing partner for another licenced dealer comparatively.

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가상커뮤니티 성과의 영향요인에 관한 연구 (A Study on Influencing Factors of Virtual Community Success)

  • 김상훈;조승철
    • 한국전자거래학회지
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    • 제11권2호
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    • pp.49-69
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    • 2006
  • 가상커뮤니티가 기업의 효과적인 마케팅 수단으로 인식되고 있으며, 인터넷 사용자의 인터넷 사용의 주요한 동인이 되고 있음에도 가상커뮤니티 성과의 영향요인에 관한 연구가 아직까지 활발하게 진행되지 못하고 있다. 또한 현재까지 가상커뮤니티 성과의 대표적 성과변수인 사용자 충성도에 영향을 미치는 요인에 관한 연구들은 일부요인들에 대해 진행되었으나 영향요인들을 보다 종합적으로 포함하는 연구는 시도되지 못하였다. 본 연구에서는 가상커뮤니티 성과의 영향요인에 관한 통합적인 연구모형을 제시하고 이에 대한 실증분석을 행하였다. 본 연구모형에 포함된 영향요인은 가상커뮤니티 운영요소 개인특성, 유용성, 신뢰 몰입 등 5가지 변수이며 성과변수로서는 가상공동체의식, 충성도 구매의도 등 3가지이다. 실증분석을 위한 자료 수집은 가상커뮤니티 이용자를 대상으로 설문조사를 실시하였고 292개의 유효한 응답설문으로 LISREL 분석을 이용하여 연구모형 및 가설검증을 실시하였다. 통계분석 결과 가상커뮤니티 운영요소 및 개인특성이 가상커뮤니티 성과의 영향요인이 될 수 있음을 확인하였다. 또한 매개변수들로서 유용성, 신뢰, 몰입이 유의한 것으로 분석되었으나 몰입과 충성도와의 관계는 유의하지 않은 것으로 나타났다. 마지막으로 성과 변수들 간의 인과관계가 모두 지지되었지만, 성과변수들 중 가상공동체의식의 경우는 새로운 지표의 개발이 필요한 것으로 밝혀졌다.

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