• 한국산학기술학회논문지
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• 제14권12호
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• pp.6133-6145
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• 2013

생활수준의 향상과 건강에 대한 관심 증가는 와인소비를 증가시키고 있으며, 유통 경로 또한 다양해지고 있다. 외국에서는 온라인 구매가 보편화 되어 있는 와인의 경우, 국내 인터넷 사이트 및 블로그를 통하여 다양한 정보들이 교류되고 있어, 와인구매에 도움을 받고 있다. 본 논문에서는 소비자가치 이론(customer value theory)을 바탕으로 온라인상에서의 와인 구매의도 파악을 목적으로 하며, 문헌연구를 통해 온라인 와인 구매의도의 주요 영향요인으로 사이트품질과 지각된 가치를 도출하였다. 실증연구를 통해 사이트품질, 지각된 가치 및 온라인 와인 구매의도 간의 구조적 관계를 검증하였고, 연구결과는 다음과 같다. 첫째, 정보품질은 지각된 가치(품질가치, 가격가치, 정서적 가치, 사회적 가치)에 영향을 주지 않았다. 둘째, 온라인 와인매장의 시스템품질이 품질가치, 가격가치, 정서적 가치에 긍정적인 영향을 주는 것으로나 나타났다. 셋째, 온라인 와인매장의 서비스품질이 품질가치, 가격가치, 정서적 가치 및 사회적 가치 모두에 영향을 주는 것으로 나타났다. 넷째, 온라인 와인매장의 중개활동을 통해 구매한 와인(오프라인, 온라인 구매 모두)에 대해 고객이 지각한 품질가치, 정서적 가치 및 사회적 가치가 온라인 와인구매의도에 영향을 주는 것으로 나타났다. 본 연구의 시사점은 온라인 와인 구매의도의 주요 결정요인을 실증연구를 통해 검증하고, 나아가 온라인 와인 스토어의 활성화를 위한 주요 성공요인을 제시한데 있다.

• 유통과학연구
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• 제11권7호
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• pp.39-45
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• 2013

Purpose - The paper aims at testing the moderating effect of individualism dimension of culture on consumer behavioural intention about bank services in Nigeria. Research design, data, and methodology - A survey was conducted with a sample of five hundred and fifty five bank customers drawn from various retails banks. Using Statistical Package for Social Sciences and Analysis of Moment Structure, combinations of descriptive and inferential statistics were performed. Invariance test and multiple-group analysis were conducted in order to assess the moderating effect. The invariance test was necessary to confirm the equivalence of constructs so that any difference detected thereafter could be related to moderating effect. Results - The results show that individualism has a significant moderating effect on the relationship between technical quality, perceived value and corporate image on the one hand, and behavioural intention on the other. However, individualism does not moderate the association between functional quality and behavioral intention. Conclusions - It is recommended that the bank policy makers should take necessary step to enhance the customer perception of technical quality, perceived value and corporate image with respect the retail bank services.

• 산업경영시스템학회지
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• 제43권2호
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• pp.87-97
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• 2020

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2000년도 추계학술대회 및 정기총회
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• pp.310-313
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• 2000

This paper develops a model of customer satisfaction in the mobile telecommunication services. We examine the relationships among customers'overall satisfaction and underlying dimensions； perceived service quality, service value, and brand image. Variables related to customer satisfaction and dissatisfaction are derived from customer critical incidence survey. The model is estimated with multi-variate data analysis. Results indicate that the (1) technical service quality is the main driver of customer overall satisfaction, (2) some peripheral services are rapidly evolving into the core services of mobile telecommunications, and (3) the current policy of service providers does not focus on customer satisfaction but on establishing churning barrier by increasing switching costs.

• 식품보건융합연구
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• 제10권4호
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• pp.9-19
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• 2024

This qualitative study explores the impact of online food delivery platform attributes on customer satisfaction and repurchase intentions. Employing a phenomenological approach, we conducted in-depth interviews and focus group discussions with 15 participants to gain rich insights into user experiences. Thematic analysis revealed key factors influencing satisfaction and loyalty: service quality dimensions (efficiency, reliability, fulfillment, privacy), expectation disconfirmation, perceived usefulness and ease of use, multi-level customer value, relationship quality, electronic word-of-mouth, value co-creation, and phased loyalty formation. Our findings extend customer behavior theory in digital platforms, offering a comprehensive framework for understanding the complex mechanisms underlying user satisfaction and repurchase decisions. The study provides valuable implications for platform operators, highlighting the importance of exceeding customer expectations, enhancing user experience, building trust, leveraging user-generated content, and fostering co-creation processes. Methodologically, we demonstrate the efficacy of qualitative approaches in uncovering nuanced insights in digital service contexts. While acknowledging limitations in generalizability, this research establishes a solid foundation for future investigations into the rapidly evolving domain of online food delivery services. The integrated theoretical approach offers a robust model for analyzing customer behavior in emerging digital service environments, contributing significantly to both academic understanding and practical application in the field of digital service provision and platform management.

• The Journal of Asian Finance, Economics and Business
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• 제7권1호
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• pp.217-228
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• 2020

The selection factors of service companies have changed in accordance with intensifying competition in the marine transportation service market and environment changes of transportation services. To explore the important factors of customer choice to marine transportation service, this study empirically examines the influence of these selection factors; service provision area, price competitiveness, corporate image, service expertise, and sales support, on transaction continuity through customers' perceived service value and satisfaction. Based on an online survey with those in the Korean marine transportation industry, this study conducted statistical analyses using structural equation modeling. Based on relevant previous studies, the current study constructed a total of 55 survey questions. Finally, 213 questionnaires were collected. Among the five selection factors, corporate image did not affect perceived service value, and price competitiveness was still the most important factor. However, service expertise and sales support were found to be more important factors than regional factors. In order to maintain transaction continuity, shipping companies should also strive to improve their service quality to their customers. In particular, service quality strategies focused on time and regional factors should develop to strategies with the key factors for the changed business environment.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• Asia pacific journal of information systems
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• 제10권3호
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• pp.159-180
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• 2000

As the importance of electronic commerce(EC) increases, some people argue that traditional commerce(TC) will ultimately give way to EC in the near future. Regardless of the type of commerce, however, it is the value factors of the customer that would formulate the direction of change in the market. This study investigates the influence of those value factors upon the attitude towards the type commerce and the repurchase intention of products and service. It also addresses the impact of the customer's risk disposition and level of confidence. A number of customer's value factors are hypothesized to affect the attitude, and the attitude in turn is expected to be related to the repurchase intention. Based on two hundred and ninety responses from the computer survey, the hypotheses are tested. The convenience, cost reduction, and information satisfaction factors affect EC attitude and repurchase intention. Similarly, the reliability, personal interaction, and shopping enjoyment factors affect TC attitude and repurchase intention. The comparison between EC and TC factors indicates the significant difference in the time saving factor in favor of EC. The personal characteristics such as risk disposition and level of confidence also influence the attitude and repurchase intention. The implications and limitations of this study are discussed. The value factors identified in this study may serve as important checklists for those firms already in EC and those intending to enter the market.

• 한국콘텐츠학회논문지
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• 제9권5호
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• pp.304-313
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• 2009

호텔기업은 다양한 욕구를 가진 고객들의 욕구를 충족시키기 위해서 빈번한 인카운터를 하는 특성을 갖고 있다. 호텔기업에서 고객과의 서비스 인카운터 중에서 대인 서비스 인카운터는 고객이 지각한 서비스 가치와 고객이 갖는 재구매 의도 등의 성과지표에 근간을 이루는 중요한 개념이다. 이에 따라 본 연구는 호텔을 이용하는 고객을 대상으로 하여 대인 서비스 인카운터가 호텔기업의 대표적인 성과지표인 서비스가치와 재구매 의도에 직접적인 영향을 미치는 것을 밝혔다. 이러한 연구 결과는 호텔기업의 마케팅 전략 수행에 있어 대인 서비스 인카운터의 중요성, 높은 수준의 서비스 가치를 제공하면 다수의 재구매 고객을 확보할 수 있다는 측면에서 새로운 시사점을 제공하는 것이라고 사료된다.

• 한국조리학회지
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• 제18권3호
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• pp.72-89
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• 2012

본 연구는 국내 리조트를 이용하는 고객들이 인지하는 소비가치가 고객만족 및 행동의도에 미치는 영향을 고찰하고, 이러한 인과관계에서 성별과 결혼유무에 따른 조절효과를 검증하고자 하였다. 실증연구를 위해 확보된 324개의 표본을 바탕으로 연구모형의 신뢰성, 적합성 등을 검토하였고, 구조방정식 모형을 사용하여 총 4개의 가설을 검증하였으며, 모형의 적합도는 ${\chi}^2$=467.489 (p<.001), df=326, CMIN/DF=1.434, GFI=.911, AGFI=.889, NFI=.881, CFI=.960, RMSEA=.037등으로 조사되었다. 연구결과 소비가치의 하위 차원 중 상황적 가치를 제외한 기능적 가치, 사회적 가치, 정서적 가치, 진귀적 가치는 고객만족에 유의한 영향을 주는 것으로 조사되었으며, 고객만족은 행동의도에 유의한 영향을 미치는 것으로 조사되었다. 이를 통해 고객들이 인지하는 리조트의 소비가치는 고객만족에 유의한 영향을 미쳐, 결과적으로 행동의도에 긍정적인 태도를 형성하게 된다는 것을 확인 할 수 있었다. 한편 소비가치가 고객만족 및 행동의도에 미치는 영향에 있어서 성별과 결혼유무에 다른 조절효과를 분석한 결과 성별과 결혼유무에 따른 조절효과는 존재하지 않는 것으로 조사되었다.