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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
Authors
이정이재남
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
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/121522
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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