온라인 쇼핑몰에서 소비자 몰입의 영향요인과 결과요인에 대한 연구

Abstract

The purpose of this study is to find the antecedents and consequences of online flow for online shopping malls in the rapid development of a variety of services and purchase channels such as social commerce and mobile commerce. The research model has focused on consumer experience and involvement as antecedents and purchase intentions as consequence of online flow through reviewing previous studies. An online survey was conducted to collect data from online consumers who had purchased in online shopping malls in the last three months. The results shows that consumer experience and involvement have important antecedents of online flow which in turn leads to purchase intention. Affective involvement is a stronger predictor of online flow than cognitive involvement. These findings provide marketers with strategic implication on how to manage online shopping channels for customers to stay longer, positively respond to services and spend more in the specific online mall.