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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
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한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제1호
발행연도
2020.2
수록면
57 - 66 (10page)

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Purpose: Nowadays, as consumers are likely to cross either online or offline channels, it is critical for retailers that the use of multichannel become important. The cross-over shopping behavior is consisting of showrooming behavior and webrooming behavior. While the showrooming could be threat to offline channels, webrooming is a threat to online channels. In these issues, the objective of this study is to examine the relationship between psychological ownership and intention to purchase in online channels. This study has also examined the mediating effect of webrooming in the relationship between the two variables. Research design, data, and methodology: This study has examined the role of webrooming in the relationship between psychological ownership and intention to purchase in online channels. In order to address the research questions, this study has employed a survey methodology. In this study, survey items were developed based on prior research regarding online/offline commerce context. Survey data collected from 380 customers who have prior experiences on webrooming were used to test the model using PLS (partial least squares analysis). The reason for using PLS is that the proposed model focuses on explanatory power of the research model, not the verification of the theoretical model. Results: Psychological ownership was found to have negative impact on webrooming. Webrooming was also found to have negatively significant impact on intention to purchase in online channels. Psychological ownership was found to have a positive influence on intention to purchase in online channels. This study also found that webrooming moderates the relationship between psychological ownership and intention to purchase in online channels such that the webrooming is much higher, the relationship becomes even weaker. Conclusions: This study could contribute to relevant research regarding psychological ownership and provide theoretical implications on webrooming shopping behavior. In particular, this study has verified the structural relationships among the psychological ownership as individual characteristics, the webrooming as a kind of unique shopping behavior, and intention to purchase. This study work could also offer online practitioners some of practical guidances on developing marketing strategies. From online retailers' standpoints, it is necessary to recognize how the psychological ownership is important for establishing service strategies.

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참고문헌 (21)

참고문헌 신청
Asatryan, V. S. / 2008 / Psychological Ownership Theory: An Exploratory Application in the Restaurant Industry / Journal of Hospitality & Tourism Research 32(3):363~386 google schola Brasel, S. A. / 2014 / Tablets, Touchscreens, and Touchpads: How Varying Touch Interfaces Trigger Psychological Ownership and Endowment / Journal of Consumer Psychology 24(2):226~233 google schola Chiu, H. C. / 2011 / The Challenge for Multichannel Services : Cross-Channel Free-Riding Behavior / Electronic Commerce Research and Applications 10(2):268~277 google schola 최현승 / 2016 / 온라인 쇼핑에서 웹루밍으로의 쇼핑전환 의도에 영향을 미치는 요인에 대한 연구 / 지능정보연구 22(1):1~23 google schola Dong, J. Y. / 2018 / The Effects of Online Shopping Cart’s Characteristics on Fashion Product Purchase Intention google schola

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