Earticle

초록

영어

The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.

목차

Abstract
 1. 연구의 배경 및 목적
 2. 이론적 배경
  2.1. 제품의 유형
  2.2 온라인 제품 전환(Online Product Transformation)
  2.3 온라인 쇼핑 혜택 요인
  2.4 온라인 구전
  2.5 온라인 구매의도
 3. 연구모형 및 연구가설
  3.1 온라인 제품전환 효과의 개념적 모형
  3.2 가설의 설정
 4. 연구방법
  4.1 조사 절차
  4.2 측정 항목 및 타당성/신뢰성 분석
 5. 결과
  5.1 경험재와 탐색재의 온라인 구매의도
  5.2 온라인 쇼핑혜택과 경험재의 구매의도 상승효과
  5.3 온라인 구전정보와 경험재의 구매의도 차이
  5.4 소비자특성별 온라인 제품전환 효과의 차이
 6. 시사점 및 결론
  6.1 연구 결과의 요약
  6.2 시사점
  6.3 연구의 한계점과 향후 연구방향
 참고문헌

키워드

저자

• 박철 [ Cheol Park | 고려대학교 경영학부 부교수 ] 주저자, 교신저자
• 이연진 [ Yonjin Lee | (주)iMBC 웹운영부, 고려대학교 디지털경영학과 석사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005