ISM 차별화를 위한 고객 구매 프로세스 기반 관리 요소 분석

초록

In this study, we investigated how to achieve differentiation for the ISM (Internet Shopping Mall) to improve profitability, which is required for survival in the fiercely competitive ISM industry. We analyzed implementation level key managerial factors that could contribute to the differentiation of the ISM. The research model is constructed through integration of two distinctive research streams of e-commerce. The one is B2C differentiation strategy research, most of which are conceptual and conducted at a strategy level, and the other is empirical research analyzing the antecedents of customer satisfaction at the ISM. This study is organized as follows. First, we draw upon transaction cost theory to organize constructs representing customer value associated with the customer buying decision process. Next, after reviewing comprehensive managerial factors that could impact on customer value, we selected 15 managerial factors that could contribute to the differentiation of the ISM to deliver value to customers. Finally, the resulting structural model is validated through empirical analyses. The results provide insights for future studies on ISM differentiation.

키워드