큐레이션 쇼핑이 온라인 구매행동에 미치는 영향

초록

The increased online product variety ironically offset the previous advantage of low cost online shopping by requiring consumers to spend excessive time and efforts for searching the relevant information. Under this stressful shopping environment, we have examined various factors that can affect the online consumers’ decision to use the curation shopping instead of the traditional online shopping. Through empirical analysis, we found that the perceived convenience and efficiency of curation shopping can increase purchasing inten-tion via curation shopping. On the other hand, the perceived financial risks were found to be a significant negative factor. Furthermore, it was interesting to find that the degree of consumers’ fatigue in excessive information increases the intention to use the curation shopping. The results provide useful implications for practitioners, for example, the importance of customized shopping where com-panies can alternatively provide either the traditional or the curating shopping option based on the individual customer’s perception in benefits and risks of curation shopping, and fatigue level.

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