Earticle

초록

영어

The current study tries to understand better how consumers’ e-shopping value orientation relates to consumer’s behavior in online environment. Consumers have perceptions of the e-shopping value they acquire during their experiences in navigating Web sites. This consumer's e-shopping value is considered as utilitarian shopping value, hedonic shopping value, and social engagement shopping value. The current paper proposes that value orientation of consumers in Web sites would consequently affect customer loyalty such as revisit intention and intention to Word-of-Mouth. In addition, the research investigates the moderating effect of consumer’s personality between consumer‘s e-shopping value and consumers’ attitude in Web sites. For testing the hypothesized research model, survey and Lisrel analysis are conducted. The findings emphasize that online providers need to focus on the perceived e-shopping values most salient to consumers in order to improve their profitability.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1 Shopping Values
  2.2 Personality
 3. Research Model and Hypotheses
  3.1 Shopping Values and e-satisfaction
  3.2 e-satisfaction and e-loyalty
  3.3 The Moderating Role of Personality
 4. Research Methodology
 5. Research Results
  5.1. Unidiemnsionality Assessment
  5.2. Structural Equation Models and Hypothesis Testing
  5.3. Moderation Effect Testing
 6. Conclusions and Implications
 References

키워드

저자

• Yun Ji Moon [ Department of Management Information Systems, Catholic University of Pusan ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605