e커머스 특성이 추천의도와 재구매의도에 미치는 영향 연구

This study was conducted to the effect that marketers' strategies for responding to the market and consumers should be implemented more closely because characteristic factors of e-commerce affect recommendation and repurchase intentions when consumers purchase products and services through e-commerce. The purpose of this study is to explore factors that can increase consumer satisfaction in terms of companies operating e-commerce and to analyze the causal relationship with the dependent variable in which satisfaction affects as a preceding variable. It is also differentiated from quantitative research on the moderating effect of information-oriented factors of individual consumers who tend to search for information voluntarily while using e-commerce. To this end, a questionnaire was collected from 250 general consumers who had experience using e-commerce, and quantitative research was conducted with a structural equation model using SPSS and AMOS. Reliability analysis and search factor analysis were conducted through SPSS through the pre-processing process for the collected data, and hypothesis verification was performed after concentrated validity analysis, discriminant validity analysis, and model suitability analysis using AMOS. As a result of the analysis, the factors that influence satisfaction are information quality and personalization, and satisfaction positively affected recommendation and repurchase intention. In addition, information orientation, a controlling variable, played a controlling role between satisfaction, recommendation intention, and repurchase intention. It can be seen that the higher the information orientation expressed in voluntary will, the more it leads to repurchase. Corporate marketers present practical implications that a systematic response consistent with consumers' quick search and decision-making is needed by continuously providing timely information required by consumers and markets