오픈마켓 식품 구매에 있어서 현상유지편향이 전환의도에 미치는 영향에 관한 연구

• 영문명: A study on the Effect of Status Quo Bias on Switching Intention in Open Market Food Purchase: Focusing on the mediating role of Switching Costs
• 발행기관: 한국IT서비스학회
• 저자명: 오승원(Seung Won Oh)
• 간행물 정보: 『한국IT서비스학회지』제21권 제4호, 1~26쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2022.08.31

영문 초록

Recently, the number of cases of purchasing food online has been increased, especially in the open market. Therefore, we examined the characteristics of status quo bias and switching costs in the open market. Also, in this study, the causal relationship between the characteristics of status quo bias and switching costs, switching costs and switching intention in the open market was investigated. The analysis result consists of four parts as follows. First, in the open market, rational decision making, which belongs to the characteristics of status quo bias, was found to have a positive (+) effect on time switching cost among switching costs, but did not have a positive (+) effect on economic and psychological switching cost. Second, cognitive misperceptions was consistent with the assumption that it have a positive (+) effect on all of the economic, time, and psychological switching cost, which are switching costs in the open market. Third, psychological commitment was found to have a positive (+) effect on economic and time switching cost among switching costs, but did not have a positive (+) effect on psychological switching cost. Fourth, psychological switching cost, which belongs to switching costs in the open market, was found to have a negative (-) effect like the hypothesis set in switching intention. However, it was found that economic and time switching cost did not have a negative (-) effect on switching intention. This study subdivided the switching costs into three dimensions and compared the degree of influence on the switching intention, and the degree of influence was different for each dimension. Therefore, it was found that when switching from the existing open market to the new open market, it is not possible to simply judge that the switching costs directly has a negative (-) effect on the switching intention or does not.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 가설 설정

4. 연구 방법

5. 실증분석

6. 결 론

참고문헌

키워드

Open Market Food Purchase Status Quo Bias Switching Costs Switching Intention