카테고리 킬러형 온라인 상점의 특성과 쇼핑태도에 대한 제품유형의 조절효과Moderating Effects of Product Types on the Relationship between Online Category Killer Store Characteristics and Shopping Attitudes
- Other Titles
- Moderating Effects of Product Types on the Relationship between Online Category Killer Store Characteristics and Shopping Attitudes
- Authors
- 최재원; 김성호; 김경규
- Issue Date
- 2014
- Publisher
- 한국지식경영학회
- Keywords
- Online category killer store; Perceived information quality; Perceived product quality; Relational benefit; Product type
- Citation
- 지식경영연구, v.15, no.4, pp.79 - 103
- Journal Title
- 지식경영연구
- Volume
- 15
- Number
- 4
- Start Page
- 79
- End Page
- 103
- URI
- https://scholarworks.bwise.kr/sch/handle/2021.sw.sch/12617
- DOI
- 10.15813/kmr.2015.15.4.005
- ISSN
- 1229-9553
- Abstract
- This research investigates whether product types moderate the relationship between e-tailer characteristics and shopping attitudes in the context of online category killer stores. To identify the antecedents of consumer attitudes for category killer stores, the product types are characterized by the two dimensions of hedonic and utilitarian. A total of 268 responses were collected from consumers who experienced online category killer stores. The results show that the quality of information contained in a website, customer review, relational benefits, and the expertise of the e-tailer are important determinants for shopping attitudes of consumers. Regarding the moderating effects of product types, hedonic value significantly moderates the relationships between shopping attitudes and relational benefits/e-tailer expertise. However, utilitarian value does not significantly moderate the relationships between shopping attitudes and any of the e-tailer characteristics. Theoretical contributions of this study are the findings of moderating effects of hedonic value on the relationships between e-tailer characteristics and shopping attitudes. In addition, this study practically implies how companies can utilize these characteristics strategically for marketing and the selection of products.
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