온라인시장의 쇼핑 에이전트의 정보이용행동에 영향을 주는 요인에 관한 연구: 가상 가격비교에이전트를 이용하여

In online marketplaces that increase through developments of economic commerce, shopping agents such as shopbots help consumers with comparison shopping with information on relevant products and their low prices. This research intends to investigate what factors of consumer characteristics affect consumer information usage in the agents. The research further intends to analyze the effect of consumer information usage in the agents on the size of consideration set. The results of analysis done in a simulation of price comparison site show participants with high experience of comparison agent tend to search basic and further detailed information while those with low experience tend to search basic information. Participants with low product knowledge tend to search basic and further detailed information. Participants with high perceived risk are found to search basic and further detailed information while participants with high brand loyalty are found to limit their search to basic information.Furthermore, as sizes of consideration set are found to increase, users of shopping agents search more information. Users of shopping agents searching more information also tend to show higher performance of search, even though it is not significant. Implications of key results of and limitation of the study are also discussed.