인터넷 쇼핑몰의 발전에 힘입어 소비자들은 온오프 연계쇼핑몰(Bricks-and-Clicks)과 순수 온라인쇼핑몰(Pure-Players) 중에서 더 나은 쇼핑몰을 선택할 수 있게 되었다. 닷컴기업의 몰락과 더불어 순수 온라인쇼핑몰 업체는 마케팅 분석가나 소비자들로부터 회의적인 평가를 받은 반면에 오프라인 기반을 둔 온오프 연계쇼핑몰은 그 채널을 온라인으로 더욱 확장하고 있다. 이제 온오프 연계쇼핑몰은 소비자 간에 신뢰할 수 있는 쇼핑수단으로 인정받고 있다. 그러나 아직 어떤 요인들로 하여금 소비자들이 온오프 연계쇼핑몰을 선택하게 하는지 또는 순수 온라인 쇼핑몰을 선택하게 하는지에 대해서는 충분히 연구되지 않았다. 이에 본 연구에서는 실제 인터넷 쇼핑을 하는 228명을 대상으로 실증연구를 수행하였다. 112명이 온오프 연계쇼핑몰 사용자 였으며, 116명은 순수 온라인쇼핑몰 사용자로 나타났다. PLS(Partial Least Square) 를 이용하여 분석한 결과 다음과 같은 결과를 얻을 수 있었다. 첫째, 순수 온라인 쇼핑몰 사용자들이 온오프 연계쇼핑몰 사용자들에 비해 시스템 품질과 비용절감에 더 많은 영향을 받는 것으로 나타났다. 둘째, 온오프 연계쇼핑몰 사용자는 정보품질과 시간절감에 더 큰 영향을 받는 것으로 나타났으며 셋째, 서비스 품질은 그룹 간에 인식의 차이가 없는 것으로 나타났다.
With the advent of a wide variety of Internet shopping malls, consumers can choose a best appealing shopping mall from among the Bricks-and-Clicks and Pure-Player malls. While Pure-Players suffer skeptical views from market analysts as well as consumers, traditional offline companies learned important lessons from Dot-com companies collapse phenomena, and expanded their business channels into online in the name of Bricks-and-Clicks. Nowadays, Bricks-and-Clicks successfully establish in the market as one of reliable business partners among consumers. But, we didn't know about the which factors affect the choice of Internet shopping mall.Therefore, empirical analysis is adopted by garnering valid questionnaires from 228 Internet shopping mall users. 112 were mainly using Bricks-and-Clicks for shopping, while 116 were found to visit Pure-Players for shopping. PLS was applied to analyze the survey data to verify the proposed research hypotheses. Findings from the empirical test results are as follows. First, consumers perceive more system quality and cost saving in Pure-Players, comparing with Bricks-and-Clicks. Second, consumers more affected by information quality, time saving in Bricks-and-Clickers, comparing Pure-Players. Third, there are no significant difference in service quality between Bricks-and-Clickers and Pure-Players.
With the advent of a wide variety of Internet shopping malls, consumers can choose a best appealing shopping mall from among the Bricks-and-Clicks and Pure-Player malls. While Pure-Players suffer skeptical views from market analysts as well as consumers, traditional offline companies learned important lessons from Dot-com companies collapse phenomena, and expanded their business channels into online in the name of Bricks-and-Clicks. Nowadays, Bricks-and-Clicks successfully establish in the market as one of reliable business partners among consumers. But, we didn't know about the which factors affect the choice of Internet shopping mall.Therefore, empirical analysis is adopted by garnering valid questionnaires from 228 Internet shopping mall users. 112 were mainly using Bricks-and-Clicks for shopping, while 116 were found to visit Pure-Players for shopping. PLS was applied to analyze the survey data to verify the proposed research hypotheses. Findings from the empirical test results are as follows. First, consumers perceive more system quality and cost saving in Pure-Players, comparing with Bricks-and-Clicks. Second, consumers more affected by information quality, time saving in Bricks-and-Clickers, comparing Pure-Players. Third, there are no significant difference in service quality between Bricks-and-Clickers and Pure-Players.
