초록

본 연구에서는 온라인 환경에서 소비자 의사결정 성향이 쇼핑가치를 매개로 관계유지의도에 미치는 영향을 검증했다. 이를 위해 온라인쇼핑 이용경험이 있는 이용자를 대상으로 총 280부의 설문을 배부하였고, 이중 유효한 256부를 분석에 이용했다. 실증분석결과 소비자의사결정 유형중에서 즐거움중시형은 실용적 가치와 쾌락적 가치에 유의한 영향을 미쳐 가장 중요한 요소로 나타났다. 그리고 브랜드 의식형, 가격의식형, 습관적 구매형은 실용적 가치에만 영향을 미쳤고 충동구매형과 선택혼란형은 쾌락적 가치에만 영향을 미쳤다. 또한 실용적 가치는 쾌락적 가치에 영향을 미쳤으며, 실용적 가치와 쾌락적 가치 모두 관계유지의도에 영향을 미쳤으나 그 영향력은 실용적 가치가 더 높았다. 실증분석을 바탕으로 온라인 쇼핑몰 운영자들은 소비자가 필요로 하는 다양한 상품 및 정보를 제공하여 온라인 쇼핑몰의 실용적 가치를 높이는 것이 쾌락적 가치로 전이될 수 있으며, 실용적 가치를 기반으로 쾌락적 가치를 보완하려는 노력이 고객과의 장기적인 관계를 유지하는데 도움이 될 수 있다는 점을 인식해야 할 것이다.

키워드

온라인 쇼핑, 소비자 의사결정 성향, 쇼핑가치, 관계유지의도

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