Earticle

초록

영어

The current study investigates relationships shopping motivation have effects on repurchase intention. This causal relationship is mediated utilitarian value and hedonic value. Study samples composed of ages between 20s and 30s who have prior experiences in online shopping purchases. Total of 256 valid data were collected and analyzed. The results indicated cost saving, shopping convenience, and browsing showed significance on both utilitarian value and hedonic value. The variety seeking and self-gratification showed significance on utilitarian value. The social interaction showed significance on hedonic value. The utilitarian value and hedonic value showed significance on repurchase intention, and the intensity was prominent in the relationship between the utilitarian value and repurchase intention. In conclusion, we believe that to improve the degree of repurchase by providing all of the practical value and hedonic value to customers operators of on-line shopping channel. Also diversity motivation, is expected to be able to derive a more efficient repurchase effect by stimulating the buying motives other than self-satisfaction synchronization information seeking motivated, among hedonic value. Additionally, will be able to derive a more efficient effect over the repurchase hedonic value by stimulating information seeking, diversity motivation and self-satisfaction motivation. Therefore contribute to increased productivity of field sales and increased profits due to corporate business strategy speaks of online shopping.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 연구모형의 설계 및 가설설정
 Ⅳ. 실증분석
 Ⅴ. 결론
 참고문헌
 Abstract

키워드

저자

• 주형준 [ Hyoung-jun Ju | 중앙대학교 대학원 경영학과 ] 주저자
• 조중환 [ Joong-hwan Cho | 안양대학교 국제통상유통학과 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330