Maximizing Tendency, Purchase Involvement, and Perceptions of Online Bookstores

• 발행기관: 한국상품학회
• 저자명: Lee Gyudong Kim Jang-Hyun Lee Jae-Eun
• 간행물 정보: 『상품학연구』제29권 제6호, 11~16쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2011.11.30

영문 초록

This paper investigates the effects of the maximizing tendency (i.e., individual differences in pursuing the best option) on purchase involvement and the perceptions of Web sites. By using survey data collected from South Korea and the United States, we analyze the differences in purchase involvement, perceptions of Web sites, and intention to use between satisficers (those with low maximizing tendency) and maximizers (those with high maximizing tendency). In both samples, maximizers show higher purchase involvement than their counterparts. While the perceptions of usefulness and ease of use are significantly different between the two groups in the United States sample, we do not confirm the same pattern in the South Korean sample. We conclude with a discussion of the results and implications.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Method

Ⅳ. Results

Ⅴ. Discussion and Conclusion

References

키워드

maximizing tendency maximizers satisficers purchase involvement web site use