온라인 쇼핑몰 특성이 지각된 가치와 사용의도에 미치는 효과 = The Effect of Online Shopping Mall Characteristics on Perceived Value and Intention to Use

다국어 초록 (Multilingual Abstract)

This study investigated how the characteristics of online shopping malls differentially affect consumers' perceived value and intention to use them through structural equation modeling. In particular, based on previous studies, the researchers classified the characteristics of online shopping malls that affect the intention to use online shopping malls into five dimensions (product diversity, information usefulness, price fairness, convenience of use, and interactivity), and considered the effect on the values perceived by consumers (utility value, hedonistic value). And this study focused on the characteristics of online shopping malls that affect the perceived value and intention to use them.
As a result of the analysis, it was found that information usefulness and convenience had a positive effect on the perceived practical value of consumers. In particular, it was proved that convenience of use is a factor that has the greatest influence on practical value than information usefulness. However, contrary to expectations, product diversity, price fairness, and interactivity were found to have no significant effect on consumers' perceived practical values. In addition, as a result of analyzing the path results of online shopping mall characteristics on consumers' perceived hedonistic values, it was found that product diversity, price fairness, convenience of use, and interactivity affect consumers' perceived hedonistic values. However, contrary to expectations, it was found that information usefulness did not significantly affect consumers' perceived hedonistic values. Finally, it was found that both the perceived practical value and hedonistic value of consumers in online shopping malls positively affected the intention to use the online shopping mall. This suggests that in order for companies to expand their customer base to various potential customer groups, they need to develop differentiated marketing strategies that can stimulate consumers' intention to use.