가치창조요소가 구매의도에 미치는 영향과 고객가치의 매개효과 : 국내 e-커머스 기업을 중심으로
- Title
- 가치창조요소가 구매의도에 미치는 영향과 고객가치의 매개효과 : 국내 e-커머스 기업을 중심으로
- Other Titles
- The Effect of Value Creation Drivers on Purchase Intent and the Mediating Effect of Customer Value : Focused on Domestic e-Commerce
- Author
- 박광호
- Keywords
- Value Creation; E-commerce; Customer Value; Purchase Intent
- Issue Date
- 2021-06
- Publisher
- 한국경영공학회
- Citation
- 한국경영공학회지, v. 26, no. 2, page. 91-113
- Abstract
- Purpose This research focuses on domestic e-commerce as a tool for effective value creation strategies. The key factors used to create value are determined by lock-in, complementarity, efficiency, and novelty.
Methods This empirical research method in relation to value creation factors, customer value and purchase intention is analyzed using hierarchical regression analysis.
Results As a result of this research, the key factors used to create value in domestic e-commerce are efficiency and novelty, and customer value has a partial mediating effect on the value creation factor and purchase intention.
Conclusion This research suggests value creation factors that are important from a customer's point of view. Efficiency and novelty have a positive effect on purchase intention.
- URI
- https://kiss.kstudy.com/thesis/thesis-view.asp?key=3895809https://repository.hanyang.ac.kr/handle/20.500.11754/166529
- ISSN
- 2005-7776; 2713-573X
- DOI
- 10.35373/KMES.26.2.6
- Appears in Collections:
- COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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