E-서비스편의성의 개념적 모형에 대한 실증연구

초록

Even though convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping, previous studies have applied multidimensional service convenience construct (i.e., SERVCON) both offline and online shopping without consideration about the nature of online shopping. Therefore, the purpose of this study is to identify six major service convenience dimensions, e-service convenience (i.e., access convenience; search convenience; evaluation convenience; transaction convenience; possession; and postpurchase convenience) suggested by Jiang et al.(2011). Also this study is examine the relationship between e-service convenience, consumer satisfactions and behavioral intentions on online shopping. It was hypothesized that e-service convenience has a significant effect on consumer satisfactions, which in turn affects behavioral intentions. In this survey, 355 valid survey responses were used to test the hypothesized structural model, and also validity and reliability were ensured. The results showed that although the hypothesized model was obtained with a good model fit, some relationships between service convenience (i.e., transaction, evaluation, and postpurchase convenience) were found to be not significant. Theoretical and managerial implications of the findings, limitations, and future research directions of the study were discussed.

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