Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The effect of E-commerce's curation characteristics on the customer purchase intention - Focusing on the mediating effect of satisfaction -

전자상거래의 큐레이션 특성이 소비자 구매의도에 미치는 영향 - 만족도의 매개 효과를 중심으로 -

  • Choi, Chang-Moon (Dept. of Venture Management, Graduate School of Venture, Hoseo University) ;
  • Yang, Hae-Sool (Dept. of Information Management, Graduate School of Venture, Hoseo University)
  • 최창문 (호서대학교 벤처대학원 벤처경영학과) ;
  • 양해술 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2016.03.25
  • Accepted : 2016.05.20
  • Published : 2016.05.28
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Abstract

The purpose of this study is to understand the nature of curation commerce in the environment of e-commerce in recent years rapidly changing and looking for ways to take advantage of it. Like the recent trend curation and subscription commerce has been in the limelight in a new way of e-commerce. However, not having appropriately adapted to the market, it has gone out of business or been changing the properties. In analyzing the specific characteristics of the migration queue commerce, it evaluated whether those characteristics do change through the mediating effect of the impact of satisfaction on purchase. This study was carried out using a structured questionnaire, by collecting the material for the 305 general public in the country and it was analyzed using stepwise regression method. After validating the hypothesis, 5 characteristics of curation commerce turned out to have a significant positive effect (+) on purchase and satisfaction of consumers using curation commerce to have a positive effect (+) on purchase. After organizing these findings and discussing the theoretical and practical implications, the direction for future research was proposed.

본 연구의 목적은 최근 급변하고 있는 전자상거래의 환경중에서 큐레이션커머스의 특성을 이해하고 이를 활용할 수 있는 방안을 모색 하는 것에 있다. 최근 유행처럼 큐레이션과 서브스크립션커머스가 전자상거래의 새로운 방식으로 각광을 받아왔다. 그러나 시장에 적응을 하지 못하고 사라지거나, 그 특성이 변화하고 있는 중이다. 이에 큐레이션커머스의 명확한 특성을 분석하고, 그 특성이 구매의도에 미치는 영향을 만족도라는 매개효과를 통해서 어떻게 변화하는지를 알아보았다. 본 연구는 구조화된 질문지를 이용하여 수행하였으며, 전국에 있는 일반인 305명을 대상으로 자료를 수집하여 단계적 회귀분석방법을 사용해 분석하였다. 가설을 검증한 결과 큐레이션커머스의 특성 5가지는 모두 구매의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, 큐레이션커머스를 이용하는 소비자의 만족도도 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과들을 정리하고 이론적 실무적 함의를 논의한 후, 후속 연구의 방향을 제시하였다.

Keywords

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