인터넷쇼핑몰의 e-마케팅지향성에 관한 탐색적 연구
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This study had several purposes. First, establishing the concept of e-marketing orientation and reviewing variables of e-Marketing Orientation. Second, identifying e-marketing orientation variables influencing on the web site attitude and site loyalty. Third, building a research model by establishing the relationship among variables. Fourth, testing an empirical analysis on the research model through SPSS and LISREL. The results of the research hypotheses are as follows: H₁:innovation orientation, market Dynamism, competitive condensation had a positive effect on e-marketing orientation. H_(1-1):innovation orientation, market dynamism, competitive condensation had a positive effect on customer orientation. H_(1-2):innovation orientation, market dynamism, competitive condensation had a positive effect on service orientation. H_(1-3):innovation orientation, market dynamism, competitive condensation had a positive effect on telepresence orientation. H_(1-4):innovation orientation, market dynamism, competitive condensation had a positive effect on marketing orientation. H₂:e-marketing orientation had a positive effect on site attitude. H₃:e-marketing orientation had a positive effect on site loyalty. H₄:site attitude had a positive effect on e-satisfaction. H_5:site attitude had a positive effect on commitment. H_6:site loyalty had a positive effect on e-satisfaction. H_7:site loyalty had a positive effect on commitment. Marketing implications derived from results of this study were: First, this study shows that the positive attitude on the web site of electronic commerce users influences on direct enterprise profit. Thus, including suitable service, various strategies are required. The study also illustrated the need to develop image advertisement of product and to carry well out customer service. Second, the results show a need for site design and contents that facilitate consumer purchasing on the web. As such, a variety of channels and services should be provided which enable consumers to communicate with customer representatives after the time of purchase. Third, we found the need to eliminate connection overflow through a high-capacity server, site design and contents that facilitate quick shopping and a safe security system to avoid concern over loss of personal information. Fourth, consumers' e-satisfaction was found to be enhanced by providing product and service equivalent to the amount of payment. Also disconnection during web surfing should be prevented, while efforts should be made to continuously provide interest-catching and sustaining contents. Limitations of this study were: First, the norm used in this study could be formed by transient evaluation on norm, not by long-term evaluation, since we used data on consumers who have recent purchasing experience. Second, we used subjective indicators when evaluating variables. Our results thus could have incorrectly assessed normative comparison and equity through the consumer's subjectivity. Third, we used LISREL to elicit the research model. However, the inherent problem with LISREL is that it only accepts a completed model for analysis. Thus, the program does not shed light on how to improve the model. Fourth, very little literature exists on e-satisfaction. The unavailability of resources made it difficult to introduce any antecedent research. Also we may have excluded other factors which may influence customer satisfaction.