인터넷 쇼핑몰에서 상황 인식 정보의 효과 분석

The purpose of the study is to suggest a concept of situation awareness to overcome the limitation of interpersonal interaction in Internet shopping mall and test the effect of situation awareness information on user attitudes. In doing so, a laboratory experiment with the repeated measurement design was conducted on 74 subjects. Situation awareness information is the perception of the elements in the environment within a volume of time and space, the comprehension of the their meaning, and a projection of their status in the near future. As for mediating variables, emotional states - pleasure, arousal, and dominance - were adopted. The user attitude was employed as a dependent variable. The results are: first, the Internet shopping mall with the situation awareness information produced higher pleasure, arousal, and dominance than shopping mall without them. Second, the study reveals that emotional states have significantly influenced on the consumer attitude: higher pleasure and arousal led to more positive attitude of consumers to the shopping mall.