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품질, 취향 및 소비자 구매 의도 간의 관계에 있어 온라인 상품 정보의 역할The Role of Online Product Information in the Relationship between Quality, Preference and Customer’s Purchase Intention
- Other Titles
- The Role of Online Product Information in the Relationship between Quality, Preference and Customer’s Purchase Intention
- Issue Date
- 2009
- Publisher
- 한국IT서비스학회
- Keywords
- Product information; customer’s purchase intention; quality; preference; product type; information type; PLS
- Citation
- 한국IT서비스학회지, v.8, no.2, pp.205 - 228
- Indexed
- KCI
OTHER
- Journal Title
- 한국IT서비스학회지
- Volume
- 8
- Number
- 2
- Start Page
- 205
- End Page
- 228
- ISSN
- 1975-4256
- Abstract
- This paper examines how online product information changes the customers’ purchase intention - - s from subjectivity-objectivity dichotomy perspective. Quality and Preference are proposed as product evaluation criteria and their marginal changes with product information differentiation are hypothesized. An experimental survey was conducted to 57 subjects and the hypotheses were partially supported through PLS path comparison method. The study contributes to IS research by proposing a simple and effective product evaluation framework and by abstracting the impact of product information from other factors. Finally, we suggest the utilization of product information with the optimization of the cost-benefit structure between information and purchase intention.
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Related Researcher
- Lee, Jae Nam
- Korea University Business School (Department of Business Administration)