전자상거래 이용고객의 구매요인에 관한 연구 : 이용동기 조절효과를 중심으로

In this study, empirical analysis was conducted through the PLSPM package of the R Studio program to study the moderating effect of the use motivation on the relationship between service quality, perceived value, price sensitivity, and purchase intention of E-commerce users. The higher the usage motivation, the higher the perceived value when the service quality is more responsive, and the lower the usage motivation is, the lower the perceived value is when the service quality is more responsive. It was confirmed that the positive effect of price sensitivity on price search on purchase intention was greater with lower usage motivation. Therefore, the results of previous studies have been confirmed once again that service quality, perceived value, and price sensitivity are important factors influencing purchase intention in e-commerce. In this study, it was additionally confirmed that the use motivation has a major moderating effect when service quality affects perceived value and price sensitivity affects purchase intention. Based on the results of this study, it is hoped that it will be meaningful to provide basic academic data and fields related to e-commerce.