신뢰 및 구매의도의 향상을 위한 제품 정보 페이지 레이아웃에서의 지각된 유용성의 활용에 관한 연구 - 고령층 소비자를 위한 온라인 쇼핑 HMR 제품 중심으로A Study of Improvement in Trust and Purchase Intention Through Perceived Usefulness in Product Information Page Layouts - focused on HMR products in online shopping environment for elderly consumers
- Other Titles
- A Study of Improvement in Trust and Purchase Intention Through Perceived Usefulness in Product Information Page Layouts - focused on HMR products in online shopping environment for elderly consumers
- Authors
- 윤정우; 이연준
- Issue Date
- 2021
- Publisher
- 한국기초조형학회
- Keywords
- HMR; 고령층소비자; 온라인신뢰; 온라인제품정보레이아웃; 온라인구매의도; HMR; elderly consumers; online trust; online product information layout; online purchase intention
- Citation
- 기초조형학연구, v.22, no.2, pp.407 - 428
- Journal Title
- 기초조형학연구
- Volume
- 22
- Number
- 2
- Start Page
- 407
- End Page
- 428
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/15837
- DOI
- 10.47294/KSBDA.22.2.29
- ISSN
- 1598-8635
- Abstract
- As pandemic continues, diverse kinds of HMR(Home Meal Replacement) products are being introduced to online markets, and generation 5 of HMR targets the elderly consumers, with introduction of care food kinds. The present study investigated product information page layouts that can support improvement of trust and purchase intention for online sold HMR products for elderly consumers, in both familiar and unfamiliar menu kinds. The purpose and the aim of the study is to improve elderly consumers’ trust and purchase intention through utilization of perceived usefulness in product information page layouts, and the study analyzed the effect of trust due to perceived usefulness of product information layout types on product information pages that lead to purchase intention, and suggest product information layout types for online HMR products targeted for elderly consumers. Study method include, first, literature review on how perceived usefulness and its influence on trust and purchase intention have been reviewed, second, a case study focused on product information pages of online HMR shopping has been followed. As the result of the case study, three types of product information layout types (image focused type, feature focused type, and image and feature mixed type) have been suggested for online HMR shopping environment. Third, a survey has been conducted to empirically investigate product information page for both unfamiliar and familiar menu product kinds. Survey results revealed that perceived usefulness had significant positive effect on trust and purchase intention in online shopping of elderly consumers. Furthermore, the image and feature mixed layout type for information page was most desirable, while the result is most pronounced among unfamiliar HMR menu types. Therefore, the study proved that with considerable improvement in information page layout types, an increase in trust or purchase intention among elderly consumers can be expected. The findings of the study will work as a supportive resource during the planning stage of constructing online stores selling HMR products targeting the elderly consumers.
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Collections - College of Fine Arts > Visual Communication Design Major > 1. Journal Articles
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