온라인 구매환경에서 제품 관여도와 연령 집단에 따른 지각된 품질이 구매 의도에 미치는 영향

• 영문명: Effect of Perceived Quality by Product Involvement and Age Group on Purchase Intention in Online Environments: A Moderating Role of Information Sources and Social Media Platform
• 발행기관: 한국산업경영시스템학회
• 저자명: 이다솔(Dasol Lee) 오민정(Minjeong Oh)
• 간행물 정보: 『산업경영시스템학회지』제44권 제3호, 262~275쪽, 전체 14쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

목차

1. 서론

2. 이론적 배경

3. 연구 방법

4. 연구 결과

5. 결론

키워드

Social Media Platform Online Information Source Product Involvement Perceived Quality Purchase Intention