옴니채널 환경에서 소비자의 자기결정 동기와 서비스품질이 옴니채널 서비스 구매의도에 미치는 영향

• 영문명: Effects of Consumer Self-Determination Motivation and Service Quality on Purchase Intention of Omni-Channel Service in Omni-Channel Environment
• 발행기관: 한국IT서비스학회
• 저자명: 박준용(Joonyong Park) 김지수(Ji Su Kim) 김보영(Renee B. Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제4호, 23~38쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

With the development of information and communication technology, logistics distribution systems and services have been improved, new types of services have been provided, and consumption patterns in consumer markets have also changed. In the domestic distribution market, the development of ICT technology, the spread of smart devices, and the growth of the e-commerce market have led to Omni-channel, a service that integrates offline channels and online channels. Omni-channel service aims to provide consumers with consistent and convenient service by integrating offline and online domain into one. Consumers can get integrated service on and offline. In this study, consumers intention to use Omni-channel was examined by Self Determination Theory and SERVQUAL. The survey was conducted on Omni-channel user and the research model was composed of 2nd order factor model considering the characteristics of Omni-channel which provides integrated service based on the prior literature and PLS-SEM (partial least squares structural equation modeling).

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 연구 가설

4. 연구방법

5. 분석 및 결과

키워드

Omni-Channel Self-Determination Theory(SDT) Service Quality(SERVQUAL) Service Purchase Intention