온라인 쇼핑에서 소비자가 지각하는 공정성의 구조에 대한 탐색적 연구

국문 초록 (Abstract)

공정성이슈는 마케팅 및 조직심리학 등의 경영학 관련 분야에서 폭넓게 연구되어 왔다. 본 연구의 목적은 공정성을 구성하는 하부 요인들의 구조를 탐색적으로 연구하고, 이들로 구성된 상위 요인의 공정성이 고객만족과 구전의도에 미치는 영향을 알아보는데 있다. 본 연구를 위해 61개 온라인 쇼핑몰업체에서 제품을 구매한 경험이 있는 소비자로부터 데이터를 수집하였다. 수집된 데이터는 LISREL 8.5를 이용한 구조방정식 모델을 통해 분석되었다. 공정성 요인은 기존의 분배, 절차, 상호작용 공정성 등의 세가지 차원 보다는 네가지 차원(분배, 절차, 대인, 정보공정성)으로 구성되어 있는 것으로 나타났다. 또한 이들 네가지 차원의 공정성은 상위의 전반적 공정성을 구성하고 이 전반적 공정성은 고객만족과 구전의도에 긍정적인 영향을 주는 것으로 나타났다. 온라인 쇼핑몰이 좀 더 긍정적인 고객만족과 구전의도를 얻기 위해서는 소비자가 지각하는 공정성의 차원을 좀 더 다양하고 다각적인 측면으로 접근해야 한다고 제안된다.

다국어 초록 (Multilingual Abstract)

Since fairness issue has been found to be important in many different business contexts such as marketing, organizational psychology and management in general. The purpose of this exploratory study was to identify the factor structure of fairness and its effects on customer satisfaction and word-of-mouth.
In this survey, we collected data from the respondents who have experienced online shopping from 61 online shopping companies. The data were analyzed by structural equation model using LISREL 8.5. The results indicated that fairness has a four-factor structure, which is composed of distributive, procedural, interpersonal, and informational fairness, which is different from three-factor structure. In addition, perceived justice as a second-order construct were found to have a positive effect on customer satisfaction and word-of-mouth intention. The study suggests that online shopping mall should increase customer satisfaction and positive word-of-mouth by enhancing multiple aspects related to fairness.

목차 (Table of Contents)

• 요약
• Abstract
• 1. 서론
• 2. 이론적 배경과 가설의 설정
• 3. 연구방법
• 4. 연구결과
• 5. 논의 및 시사점
• 참고문헌

참고문헌 (Reference)

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