LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

인터넷쇼핑몰 이용자의 혁신성이 지각된 제품성능 및 고객충성도에 미치는 영향에 관한 연구: 위험지각 조절효과 중심으로

Author

심태용, 전상택

Journal Title

유통경영학회지

Publication Year

2018

Topics

#Business and Management

Summary

This study analyzes the impact of internet shopping mall users’ innovativeness on perceived product performance and customer loyalty, as well as the moderating effect of risk perception. Innovative products enhance product differentiation and market adaptability, strengthening corporate competitiveness, and consumers with high innovativeness tend to adopt new products more quickly. The research results can be used to understand the purchase intention of internet shopping mall users.

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