서비스가치와 소비자행동의 관계에서 제품지식과 정보공유의 조절효과 검증: 온라인 스포츠용품 구매자를 대상으로

Abstract

Purpose: This study aims to understand online sports product purchasers’ consumer behaviors by analyzing how online sports product purchasers’ service value can influence consumer behaviors (positive emotion, purchase satisfaction, and future consumption behaviors). Among variables, the study aims to prove the moderating effect between online sports product purchaser’s product knowledge and information sharing.<BR> Method: The researchers included data of 399 people that directly purchased online sports products from six universities located in Seoul, Gyeonggi-do, Chungcheongnam-do, Gyeongsangbuk-do, Gyeongsangnam-do, and Jeollabuk-do province. For data analysis, SPSS 23.0 and AMOS 23.0 were implemented.<BR> Results: First, the service value of online sports product purchasers had a significant influence on consumer behaviors (positive emotion, purchase satisfaction, and future consumption behaviors). Second, the positive emotion of online sports product purchasers had a significant influence on purchase satisfaction and future consumption behaviors. Third, purchase satisfaction of online sports product purchasers had a significant influence on future consumption behaviors. Fourth, in terms of service value and positive emotion on future consumer behavior, online sports product purchaser’s knowledge of the product had a moderating effect. Fifth, in terms of service value on future consumer behavior and positive emotion on consumer behavior and future consumer behavior, online sports product purchaser’s information sharing had a moderating effect.<BR> Conclusion: This research finds a moderating effect of product knowledge and information sharing in the online sports product purchasers.