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KCI우수등재 학술저널

웹사이트 품질과 사회적 영향이 인터넷 여행상품 재구매의도에 미치는 영향

쾌락적 가치와 실용적 가치의 매개효과를 중심으로

The purpose of this study is to examine whether website quality and social influence affect customers’ intention to repurchase products through internet shopping values, and also to investigate whether a mechanism by which the internet shopping values (hedonic and utilitarian value) affect repurchase intention. This study introduces the comprehensive conceptual frame to show the relative influential relationship among variables. Main findings are that information quality, ease of searching, design/user interface, subject norm and word-of-mouth/site recommendation influence repurchase intention through online hedonic value and/or utilitarian value in internet shopping. Furthermore, hedonic value gives a positive influence on utilitarian value in internet shopping. The results have significant implications for both theory and practice.

I. 서론

II. 이론적 배경

III. 연구설계

IV. 실증분석 결과

V. 결론 및 시사점

참고문헌

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