CAJ | 학술논문

本文以消费者信任为基础,从网购消费者涉入、消费者个性特征关系上,深入探究影响网购消费者再惠顾意愿的驱动因素.实证研究结果显示:消费者对卖方的信任态度对其再惠顾意愿的影响最为显著,其次为消费者对产品与服务的涉入态度.这意味着卖方必须注重自身的信用累积,通过提供良好的产品与服务品质,并在安全性上塑造良好的购物环境,以促成消费者网上交易的意愿,增强消费者进行网络购物时的正向体验及涉入.
본문이소비자신임위기출,종망구소비자섭입、소비자개성특정관계상,심입탐구영향망구소비자재혜고의원적구동인소.실증연구결과현시:소비자대매방적신임태도대기재혜고의원적영향최위현저,기차위소비자대산품여복무적섭입태도.저의미착매방필수주중자신적신용루적,통과제공량호적산품여복무품질,병재안전성상소조량호적구물배경,이촉성소비자망상교역적의원,증강소비자진행망락구물시적정향체험급섭입.
Based on the theory of consumer trust, and the relationship of consumer involvement and consumer characteristic, this paper delves into the driving factors of consumers ’patronage in online contexts. The empirical results show that the consumer’s trust in the seller has the most significant impact on consumers’ patronage intention, and that it is the involvement with online products and services .This means that the seller must pay attention to its own credit accumulation, by providing products and services with high quality, and creating a favorable shopping environment with high security, in order to contribute to the will of the consumer online transactions, and enhance consumer’s positive experience and involvement when shopping online.