전자상거래에서 고객의 맞춤 제품 및 서비스 구매결정요인 연구

Although, customization services are regarded as a highly innovative customer oriented new business model in electronic commerce, the speed of market expansion of this service is slower than it has been expected. In this study, factors affecting customer purchase intention of customized products and services in electronic commerce were identified and their relationships were examined. Five factors of perceived customer value, service standardization, trust and reliability, customer satisfaction, and customer purchase intention were adopted for this study. From the result, perceived customer value, service standardization, and trust and reliability need to be managed to raise customer satisfaction and purchase intention. Data for analysis were collected through customer surveys and statically analyzed through the methodology of structural equation modeling.