현 시대의 소비자들은 소비를 통해 자신의 가치를 표현하는 커뮤니케이션 수단이라고 할 수 있다. 소비자는 상품을 통한 가치표현이라는 니즈를 가지고 있고, 기업은 소비자의 요구에 맞는 가치를 제공해야 한다. 소비자들은 자신의 가치를 실현하기 위해 소비를 하며, 가치 실현을 충족시켜줄 수 있는 경제적 가치를 선택하기 때문에 소비자의 소비가치는 매우 중요한 요인이다. 소비가치는 개인의 선택 행동에 영향을 미치기 때문에 소비자들은 자신의 소비가치를 추구하기 위하여 다른 제품을 구매하거나 반대로 동일한 제품을 구매할지라도 다른 소비가치를 추구할 수 있다. 본 연구는 소비자가 추구하는 소비가치를 심도 있게 살펴보고, 소비가치가 경제적 효익에, 경제적 효익은 고객충성도에, 명성도가 소비가치와 경제적 효익 간에의 조절역할을 할 것인가를 설정하여 검정하고자 한다. 연구결과를 토대로 인터넷쇼핑몰 환경에서 소비가치가 고객충성도에 미치는 영향을 통하여 효율적인 온라인 마케팅 전략을 구축하도록 조금이나마 보탬이 되고자 한다.
Consumers in the present age can be said to be a communication means to express their value through consumption. Consumers have the need to express value through products, and companies should provide value that meets the needs of consumers. Consumers consume to realize their value and choose economic value to satisfy the realization of value, so consumer consumption value is a very important factor. Consumers can pursue different consumption values even if they purchase other products or purchase the same products in order to pursue their own consumption value because consumption value affects individual choice behavior. This study aims to examine the consumer value pursued by consumers in depth, and to set up and test whether the consumer value plays a moderating role in economic benefits, economic benefits in customer loyalty, and reputation in consumer value and economic benefits. Based on the results of the study, it is intended to contribute a little to the establishment of an efficient online marketing strategy through the influence of consumption value on customer loyalty in the internet shopping mall environment.
Consumers in the present age can be said to be a communication means to express their value through consumption. Consumers have the need to express value through products, and companies should provide value that meets the needs of consumers. Consumers consume to realize their value and choose economic value to satisfy the realization of value, so consumer consumption value is a very important factor. Consumers can pursue different consumption values even if they purchase other products or purchase the same products in order to pursue their own consumption value because consumption value affects individual choice behavior. This study aims to examine the consumer value pursued by consumers in depth, and to set up and test whether the consumer value plays a moderating role in economic benefits, economic benefits in customer loyalty, and reputation in consumer value and economic benefits. Based on the results of the study, it is intended to contribute a little to the establishment of an efficient online marketing strategy through the influence of consumption value on customer loyalty in the internet shopping mall environment.
