ABSTRACT
An Empirical Study on the Consumer Purchase Decisions in Electronic Commerce
Jung, Young-min
Major in Marketing
Department of Business Administration
Graduate School, Hanyang University
Directed by Mun, Jun-yeon
In recent years, the Electronic Commerce has been diffused by means of the Internet. And the role of Electronic Commerce in marketing has been an important issue from both a managerial and a theoretical perspective in marketing literature. However, previous studies have focused on the user's lifestyle and descriptive study, missing several important factors of consumer purchase decisions in Electronic Commerce.
Therefore, in this study, we explored the several important factors(such as consumer personality, innovation characteristics, supply action, innovation resistance, information search characteristics) of consumer purchase decisions in Electronic Commerce. In detail, this study concentrated on the relations of evaluations of Electronic Commerce with several important factors. The consumer purchase decisions factors will be investigate in terms of John. H. Antill's model. And the important objective here is to study a more systematic and more actual research.
The research tools employed in this research was a questionnaire using the Liker-type multidimensional(7 point) scales utilizing the self-administered method. 172 survey results were used for the analysis and the survey was conducted by personal interview.
Factor analysis results with the Cronbach's Alpha value of the reliability and validity and with confidence level of 95%. Five hypotheses were tested by multiple-regression analysis. The findings of this study are as follows ;
First, customer riskiness in the personality has a positive effect on the customer purchase decisions. Second, security and after-service in the supply competitive action have a strong positive effect on the customer purchase decisions. Third, characteristics of information search have no effect on the customer purchase decisions. Forth, relative advantages in the characteristics of the innovation have a positive effect on the customer purchase decisions. Fifth, innovation resistance has a strong negative effect on the customer purchase decisions.
In summary, the degree of customer riskiness, security, relative advantage, and innovation resistance turned out to be in linear relations directly and/or indirectly with their purchasing activities.
These results can give Electronic Commerce managers an advantage when they establish their marketing strategy. Especially security is considered to be the most important factor on the customer purchase decisions. Therefore, all the corporation must maintain and develop the security in Electronic Commerce.
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