바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

메뉴
search

ISSN : 1229-8778

Article Contents

Prev Next
e-Submission

Vol.10 No.3

The Effects of Product Type, Purchase Experience and Perceived Risk on Purchase Deferral in Online Shopping

Younghwa Son
Minwoo Lee
The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;
2009, v.10 no.3, pp.489-511
https://doi.org/10.21074/kjlcap.2009.10.3.489
Son, Y., & Lee, M. (2009). The Effects of Product Type, Purchase Experience and Perceived Risk on Purchase Deferral in Online Shopping. The Korean Journal of Consumer and Advertising Psychology, 10(3), 489-511, https://doi.org/10.21074/kjlcap.2009.10.3.489

Abstract

This study focused on effects of product type, purchase experience and perceived risk on purchase deferral in online shopping. The result of this study are as follows. First, the online purchase deferral is more high for high perceived risk than low perceived risk. Second, in the case of experience goods, the online purchase deferral is more low for more purchasing experience than less purchasing experience. But there is no difference between the two in the search goods. Finally, there is three-way interaction among independent variable. In other word, in the case of search goods, when perceived risk is low, the online purchase deferral is more high for more purchasing experience than less purchasing experience. In the case of experience goods, when perceived risk is low, the online purchase deferral is more high for less purchasing experience than more purchasing experience. But there is no interaction between the two in the high perceived risk. This study focused on effects of variables on purchase deferral in online shopping, but next study needs to examine the classification by online shopping purchase deferral's reason.

keywords
online shopping, purchase deferral, product type, purchase experience, perceived risk

Reference

1.

김명소, 서화정 (2001). 전자상거래에서의 신기술 수용성 모형 검증 및 확장. 한국심리학회지: 산업 및 조직, 14(1), 77-100.

2.

김상용, 박성용 (1999). 전자상거래에서의 구매 의도 결정영향요인에 관한 연구. 소비자학연구, 10(3), 45-66.

3.

김한나 (2008). 온라인 쇼핑 중 구매결정 연기가 쇼핑 감정과 쇼핑몰 만족도에 미치는 영향. 한국 마케팅저널, 10(1), 133-160.

4.

박유식, 한명희 (2001). 인터넷 쇼핑몰에서 위험 지각과 품질 지각이 구매 의도에 미치는 영향-보증 신뢰성, 지각된 정보의 양, 주관적 지식을 중심으로-. 마케팅연구, 16(1), 59-84.

5.

박은아 (2007). 온라인 사용후기가 구매의사결정에 미치는 영향: 후기방향성, 브랜드 인지도, 제품 유형에 따른 차이. 광고학연구, 18(5), 7-22.

6.

박철, 정수연 (2006). 온라인 소비자 구전에 대한 내용분석-사이트 유형과 제품 유형에 따른 차이를 중심으로. 광고연구, 70. 91- 118.

7.

서준용 (2004). 소비자의 예상된 후회감이 구매연기의도에 미치는 영향에 관한 연구. 서울대학교 석사학위 논문.

8.

성정연, 전선규 (2008). 소비자의 제품접촉 욕구성향이 온라인 구매 경험에 미치는 영향. 마케팅연구, 23(1), 71-91.

9.

신봉섭, 박주영 (2006). 제품 유형에 따른 소비자의 구매위험지각이 정보탐색 수준에 미치는 영향-지식수준의 조절역할을 중심으로. 마케팅과학연구, 3, 143-167.

10.

신지용, 박성용, 김대호 (2006). 온라인 쇼핑 구매의도 결정 요인에 관한 연구: 오프라인 쇼핑 속성들의 역할. 대한경영학회지, 19(2), 529-560.

11.

양윤, 백수원 (2003) 인터넷 쇼핑에서의 지각된 위험과 소비자 특성. 한국심리학회지: 소비자․광고, 4(2), 73-103.

12.

여운승 (2004). 가상점포와 실제점포간의 소비자 쇼핑행동 차이에 관한 연구. 마케팅연구, 9(1), 79-107.

13.

윤영 (2006). 온라인 장바구니의 사용과 노출제품의 수가 제품 태도에 미치는 영향-선택제품에 대한 구매확신과 비선택 제품에 대한 손실지각 및 애착을 중심으로-. 중앙대학교 석사학위 논문.

14.

이문규, 김동훈, 권해성, 김지영, 박소연 (2002). 신제품 출시 시 비교광고와 메시지 측면성 효과: 제품특성의 조정역할. 광고학연구, 13(2), 113-145.

15.

이철선, 최인혁, 유승엽 (2004). 제품 유형과 제품 친숙성에 따른 온라인 소비자의 브랜드 의존도 차이에 관한 연구. 한국심리학회지: 소비자․광고, 5(2), 87-115.

16.

전성률, 박현진 (2003). 부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구. 소비자학연구, 14(4), 21-44.

17.

전성률, 허종호, 강석준 (2003). 인터넷 쇼핑몰 이용에 따른 소비자의 위험지각과 브랜드와 가격의 상대적 중요성. 소비자학연구, 14(2), 19-43.

18.

최인혁, 박주영, 이철선 (2002). 온라인상에서의 제품 유형에 따른 소비자의 브랜드 의존성. 유통연구, 6(2), 109-133.

19.

하환호, 현정석 (2004). 대안의 수와 제시형태가 소비자의 선택․비선택에 미치는 영향. 한국심리학회지: 소비자․광고, 5(2), 29-47.

20.

홍종필 (2003). 인터넷 쇼핑 환경에서 소비자의 구매에 영향을 미치는 결정 요인에 관한 연구. 사회과학연구논총, 11, 171-208.

21.

황윤용, 이창원, 최낙환 (2004). 온라인 외부정보탐색 이용행동에 대한 정보탐색 지식과 쇼핑 추구가치의 효과. 마케팅과학연구, 14, 17-36.

22.

Korea Netizen Profile (2003). Retrived October 20, 2003, from http://www.advertising.co.kr /knp/Reports/2003/ KNP_summary.ppt.

23.

Alba, J. W., & Hutchinson, J. W. (1987). Dimension of consumer expertise. Journal of Consumer Research, 12(4), 411-454.

24.

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping and retail industry. Marketing Science Institute Cambridge Massachusetts, 105, 1-23.

25.

Bauer, R. A. (1960). Consumer behavior as risk taking, in hancock. R. S. ed., Dynamic marketing for a changing world, Chicago; American Marketing Association. 87.

26.

Betty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14, 83-93.

27.

Bettman, J. R., & Sujan, M. (1987). Effect of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumers. Journal of Consumer Research, 14(9), 141-154.

28.

Cho Chang-Hong, Kang Jaewon, & Cheon Hongsik (2006). Online Shopping Hesitation. CyberPsychology & Behavior, 9(3), 261-274.

29.

Corbin, R, M. (1980). Decision that might not get made. In: Wallsten, T. S. (Ed.), Cognitive Processes in Choice and Decision Behavior. Erlbaum, Hillsdale, NJ.

30.

Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of proud. Journal of Low and Economics, 16, 67-88.

31.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

32.

Degeratu, A. M., Rangaswamy, A., & Wu, J. (1999). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17(1), 55-78.

33.

Dhar, R. (1996). The effect of decision strategy on the decision to defer choice. Journal of Behavioral Decision Making, 9, 265-281.

34.

Dhar, R. (1997). Consumer Preference for a No-Choice Option. Journal of Consumer Research, 24, 215-231.

35.

Dhar, R., & Nowilis, S. M. (1999). The effects of time pressure on consumer choice deferral. Journal of Consumer Research, 25, 369-384.

36.

Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21, 119-134.

37.

Greenleaf, E. A., & Lehmann, D. R. (1995). Reason for substantial delay in consumer decision making. Journal of Consumer Research, 22, 186-199.

38.

Hansen, F. (1972). Consumer Choice Behavior: A Cognitive Theory, New York: The Free Press, 439.

39.

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environment; Conceptual foundations, Journal of Marketing, 60, 50-68.

40.

Huber, J. (1995). The Antecedence and Consequences of Choice Deferral. Advances Consumer Research, 22, 114-115.

41.

Iyengar, S. S., & Lepper, R. M. (2000). When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology, 79, 995-1006.

42.

Jacoby, J., & Kaplan, L. (1972). The components of perceived risk, Venkatensan M, editor, Proceedings of the 3th Annual Convention of the Association for Consumer Research, Chicago, IL., 382-393.

43.

Klein, L. R. (1998). Evaluation the potential of interactive media through a new lens: Search versus Experience goods. Journal of Business Research, 41(3), 195-203.

44.

Luce, M. F. (1998). Choosing to avoid: Coping with negatively emotion-laden consumer decisions. Journal of Consumer Research, 24, 409-433.

45.

Luce, M. F., Bettman, J. R., & Payne, J. W. (1997). Choice processing in emotionally difficult decisions. Journal of Experimental Psychology: Learning, Memory, and Cognition, 23, 384-405.

46.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement, and application in the catalog and internet shopping environment. Journal of Retailing, 77, 39-56.

47.

MediaPost (2001). Give me advertising, if you must. www.mediapost.com

48.

Midgley, D. F. (1983). Patterns of interpersonal information seeking for the purchase of a symbolics product. Journal of Marketing Research, 20(1), 74-83.

49.

Moore, S., & Mathews, S. (2006). An exploration of online shopping cart abandonment syndrome-A matter of risk and reputation. Journal of Website Promotion, 2(1), 71-88.

50.

Moorthy, S., Ratchford, B., & Talukdar, D. (1997). Consumer information search revisited: Theory and empirical analysis. Journal of Consumer Research, 23(3), 263-277.

51.

Nelson, P. J. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.

52.

Park, C. W., & Ressing, P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(8), 223-230.

53.

Srinivasan, S., & Ratchford, B. T. (1991) An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18(9), 233-242.

54.

Tversky, A., & Shafir, E. (1992). Choice under conflict: The dynamics of deferred decision. American Psychology Society, 3, 358-361.

logo

e-Submission
OA Policy
KOREAN