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가치창조요소가 구매의도에 미치는 영향과 고객가치의 매개효과 : 국내 e-커머스 기업을 중심으로The Effect of Value Creation Drivers on Purchase Intent and the Mediating Effect of Customer Value : Focused on Domestic e-Commerce
- Other Titles
- The Effect of Value Creation Drivers on Purchase Intent and the Mediating Effect of Customer Value : Focused on Domestic e-Commerce
- Issue Date
- Jun-2021
- Publisher
- 한국경영공학회
- Keywords
- Value Creation; E-commerce; Customer Value; Purchase Intent
- Citation
- 한국경영공학회지, v.26, no.2, pp 91 - 113
- Pages
- 23
- Indexed
- KCI
- Journal Title
- 한국경영공학회지
- Volume
- 26
- Number
- 2
- Start Page
- 91
- End Page
- 113
- ISSN
- 2005-7776
- Abstract
- Purpose This research focuses on domestic e-commerce as a tool for effective value creation strategies. The key factors used to create value are determined by lock-in, complementarity, efficiency, and novelty. Methods This empirical research method in relation to value creation factors, customer value and purchase intention is analyzed using hierarchical regression analysis. Results As a result of this research, the key factors used to create value in domestic e-commerce are efficiency and novelty, and customer value has a partial mediating effect on the value creation factor and purchase intention. Conclusion This research suggests value creation factors that are important from a customer's point of view. Efficiency and novelty have a positive effect on purchase intention.
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Related Researcher
- Park, Kwang ho
- COLLEGE OF BUSINESS AND ECONOMICS (DIVISION OF BUSINESS ADMINISTRATION)