WEBSITE FEATURES INFLUENCING ONLINE SHOPPING MALL PERFORMANCE: MODERATING ROLE OF PRODUCT INVOLVEMENT

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2021-09-24 DOI:10.7903/IJECS.1974

Jungwon Lee, Okkyung Jung, Ohsung Kim, Yunhye Lee, Cheol Park

引用次数: 1

Abstract

As the proportion of online shopping in the retail industry increases, studies on the effects of online shopping mall characteristics have been actively reported. However, research on the effects of new website features in the Web 2.0 environment and factors that moderate these effects is scarce. This study analyzed the relationship between website features and online shopping mall performance through hierarchical regression modeling by determining the features of 390 online shopping malls (e.g., decision aid, affiliate program, mobile app) and online shopping mall performance variables (i.e., revenue). The analysis results showed that most website functions have a positive effect on online shopping malls and that product videos and affiliate programs have different effects on online shopping mall performance depending on product involvement. Based on these results, practical implications were proposed.

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网站特征对网络购物中心绩效的影响:产品涉入的调节作用

随着网上购物在零售业中所占比例的增加，关于网上购物中心特征影响的研究也越来越多。然而，关于Web 2.0环境中新网站功能的影响以及缓和这些影响的因素的研究很少。本研究通过确定390家在线购物中心（如决策辅助、联盟计划、移动应用程序）的特征和在线购物中心绩效变量（即收入），通过分层回归模型分析了网站特征与在线购物中心业绩之间的关系。分析结果表明，大多数网站功能对网上购物中心都有积极影响，而产品视频和会员程序对网上购物商场的表现的影响因产品参与程度的不同而不同。基于这些结果，提出了实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.