온라인 공동구매에서의 구매동기와 태도에 관한 연구

초록

Group buying which is not new to Korean people in real world, where consumers who want to buy some items are collected and someone of them is designated as an agency who should negotiate with sellers for price, has been appeared in some electronic shopping malls in Korea on the Internet. However, researches of group buying on the Internet have not reported yet, although those of individual buying patterns on the Internet have reported in very diverse views. In this study, we examine the factors (environmental uncertainty, price consciousness, collectivism, innovativeness, bargaining power, personal involvement) that would determine electronic consumers attitude and intention for participation of group buying on the Internet in Korea. In result, we found price consciousness, environmental uncertainty, collectivism, innovativeness as antecedent variables and bargaining power, involvement as moderate variables that are well accepted statistically and our research model is also well fitted for explaining of group buying on the Internet.

키워드