Earticle

초록

영어

In this study, we investigated the impact of the information richness and reachness on the mobile purchasing and the moderating effect of individual characteristics. We examined the information richness and reachness through SNS information and Push notification of smartphone, respectively. As the moderating variables, we adopted customer’s value orientation and innovativeness. In the main-effect model with no moderating variable, both of information richness and reachness showed significant effects on the perceived value of products and purchasing channel. Especially, the impact of information richness was more significant on product awareness, while the impact of information reachness was more significant on channel awareness. In the interaction-effect model with moderating variables, customer’s value orientation showed significant moderating effect on the impact of perceived product value. However, customer’s innovativeness did not show the significant moderating effect on the impact of perceived channel value. It implies that the impact of information reachness applies to the majority of customers, regardless of her [his] innovativeness. Therefore the organizations might be able to use Push notification to activate the customer’s mobile purchasing.

목차

Abstract
 1. 서론
 2. 선행 연구 및 가설
  2.1 정보풍부성 및 도달성과 지각된 가치
  2.2 자각된 가치와 구매의도
  2.3 개인 특성의 조절효과
 3. 데이터 수집 및 연구방법
  3.1 측정항목 및 척도
  3.2 데이터 수집
 4. 연구 결과
  4.1 모형 적합도 분석
  4.2 주 효과 모형 검증
  4.3 상호작용 효과 모형 검증
 5. 결론
 6. 한계점 및 향후 연구
 참고문헌

키워드

저자

• 심선영 [ Seonyoung Shim | 성신여자대학교 경영학과 조교수 ] 제1저자 및 교신저자
• 김연순 [ Yoensoon Kim | 성신여자대학교 경영학과 박사과정 ]

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