인터넷 쇼핑몰의 고객가치: 요인구조 확장과 타당도 분석

Title
인터넷 쇼핑몰의 고객가치: 요인구조 확장과 타당도 분석
Other Titles
Customer Value in Internet Shopping Malls: An Extended Structure and Its Validity
Author(s)
박종무조위굉[조위굉]
Keywords
customer value; internet shopping mall; product value; service value; emotional value; social value; 고객가치; 인터넷 쇼핑몰; 제품가치; 서비스가치; 감정적 가치; 사회적 가치
Issue Date
201002
Publisher
한국경영학회
Citation
경영학연구, v.39, no.1, pp.129 - 156
Abstract
As the competition among internet-based retail markets intensifies, how to create customer value in internet shopping malls has become one of the most important issues that marketers and scholars should address. The present study theoretically proposes that an extended structure of customer value be applied to internet shopping malls based on Woodruff's(1997) customer value hierarchy model and Holbrook's (2006) typology of customer value. The extended structure model proposed in the present study classifies customer value into four subdimensions: perspectives of consumption experience, that is, product value,service value, emotional value, and social value. And the subfactors that make up these four subdimensions include quality valence, monetary savings, convenience, personalization, safety, aesthetics, exploration,enjoyment, status enhancing, and self-esteem evoking. The empirical results confirm the validity of the extended structure of customer value. They contribute to further understanding of the customer value structure and efficient implementing of strategies for customer value creation in the context of internet shopping malls by collocating resources in reason based on these customer value subdimensions.
URI
http://hdl.handle.net/YU.REPOSITORY/22872
ISSN
1226-1874
Appears in Collections:
경영대학 > 경영학과 > Articles
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