온라인쇼핑 환경에서 소비자 의사결정 성향이 쇼핑가치와 관계유지의도에 미치는 영향

초록

The current study investigates how consumer decision-making styles can have influence on the consumer’s relationship retention intention through shopping value as a mediator. To explore the idea, a total of 256 valid questionnaire surveys are collected and used for analyses. The results indicated that recreational orientation consumer decision-making style is significantly influencing on both utilitarian and hedonic values of consumer’s relationship retention intention. The brand consciousness, price-consciousness, and habitual orientation decision-making styles showed significance on hedonic value only. Meanwhile, the utilitarian value showed significance on hedonic value. Both utilitarian and hedonic values showed significance on consumer’s relationship retention intention but higher dependency was appeared on former. The study suggests for managers of on-line shopping mall should provide sufficient product information to their consumers to increase the utilitarian value of their products. And this in turn, can bring increment of the hedonic value of their products to consumer’s perception. The increment of hedonic value through utilitarian value as a base on their resources is the key point in maintaining healthy long-term consumer’s relationship retention intention.

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