Abstract
Abstract This study investigates the effect of service ubiquity perceptions on consumers' responses to virtual storessuch as benefit and risk perceptions, shopping value perceptions, and service usage intention. Data werecollected via a self-administered online survey from nationwide consumer panels of an online marketingresearch firm. Questionnaire items were adopted from previous literature and developed by authors via pre-testing to measure variables. The results revealed that virtual store service ubiquity affects consumer benefitperceptions as well as risk perceptions. All benefit perceptions (including time effectiveness, user control,and compatibility) had significant mediating effects between service ubiquity and hedonic/utilitarian shop-ping service value perceptions. The mediating effect of financial risk was significant only in the relationshipbetween service ubiquity and utilitarian value perception. The findings offer retailers and marketers infor-mation in regards to consumers' perception of a virtual store usage, which can enhance service and productstrategy.Key words: Virtual store service, Service ubiquity, Utilitarian value perception, Hedonic value perception;가상스토어 서비스, 유비쿼터스 특성, 실용적 가치지각, 쾌락적 가치지각
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