Earticle

초록

영어

This study examines the reason why consumers try to use the online shopping cart more, and especially analyzes the influence of personal psychological factor such as regulatory focus. Hypotheses are tested with a two-way ANOVA model using experimental data collected from 210 undergraduate students at a business school in South Korea. We found that prevention focused consumers try to use online shopping cart more than promotion focused consumers. It is possible that prevention focused consumers try to consider as many alternatives as possible to ensure safety as they focus on negative results or losses during shopping online. However, we also found out when the buying purpose is utilitarian, promotion focused consumers are not different from the promotion in terms of the usage intention of online shopping carts. Marketing managers can provide different messages customized for their consumers by leading them to use the online shopping cart in a more effective way.

목차

Abstract
1. Introduction
2. Theoretical Background and Hypotheses
2.1 Online Shopping Cart Use
2.2 Regulatory Focus and Online Shopping Cart Use
2.3 Moderating Role of Purchasing Purpose on Online Shopping Cart Use
3. Methodology and Findings
3.1 Research Design and Methodology
3.2 Experiment Results
4. Discussion
References

키워드

저자

• Namhee Kim [ Team Leader, Assistant Team, GTEP (Global Trade Export Incubating Program), Dankook University ]
• Sungyong Chun [ Associate Professor, Department of Business Administration, Dankook University ] Corresponding author

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