온라인 점포 이미지의 속성들과 핵심차원의 확인을 위한 연구 - 정성적 및 정량적 접근을 토대로 -
Identifying Attributes and Key Dimensions ofOnline Store Image:The Qualitative and Quantitative Approach
김민성(테네시대학교); 안광호(인하대학교)
34권 6호, 1781~1806쪽
초록
This study is about identifying attributes consisting consumers’ online store image and underlying dimensions. Considering that the existing traditional store image studies have been revised and refined through diverse research methods and context, online store image studies so far have been conceptually and methodologically limited. In this regard, this study adopted qualitative approach to retrieve an exhaustive list of online store image attributes, and also adopted quantitative approach to identify online store image dimensions and to achieve external validity of the results. Data was collected through online survey of panel, after considering the behavioral characteristics of sample frame and the possibility of sampling bias. As a result, this study identified 33 attributes and 6 dimensions of online store image, Purchase Process and Reliability, Depth and Width of Site Attraction, Cost and Time of Delivery, Price Competitiveness, Product and Information Availability, and Post purchase Services. This result should offer the comprehensive measurement scale of online store image, and also should be a cornerstone of consumers’ online retail patronage model.
Abstract
This study is about identifying attributes consisting consumers’ online store image and underlying dimensions. Considering that the existing traditional store image studies have been revised and refined through diverse research methods and context, online store image studies so far have been conceptually and methodologically limited. In this regard, this study adopted qualitative approach to retrieve an exhaustive list of online store image attributes, and also adopted quantitative approach to identify online store image dimensions and to achieve external validity of the results. Data was collected through online survey of panel, after considering the behavioral characteristics of sample frame and the possibility of sampling bias. As a result, this study identified 33 attributes and 6 dimensions of online store image, Purchase Process and Reliability, Depth and Width of Site Attraction, Cost and Time of Delivery, Price Competitiveness, Product and Information Availability, and Post‐purchase Services. This result should offer the comprehensive measurement scale of online store image, and also should be a cornerstone of consumers’ online retail patronage model.
- 발행기관:
- 한국경영학회
- 분류:
- 경영학