AJOU Central Library Repository: 귀인 편향이 온라인 소비자의 구매 후 반응에 미치는 영향

Special Graduate Schools ETC 3. Theses(Master)

귀인 편향이 온라인 소비자의 구매 후 반응에 미치는 영향

Keyword: Attribution Bias; Satisfaction; Word-of-mouth intention; Online purchase

Alternative Abstract: The lack of physical experience in online shopping will increase the discrepancy between the actual product delivered and the product expected when the order is placed. The shopper might attribute the reason of the discrepancy internally (e.g., self-related attribution) or externally (e.g., e-vendor related attribution). This locus of attribution varies by the valence of purchase outcomes (success and failure), which is called attribution bias. Two experiments examine the existence of the attribution bias (self-serving bias) in the online shopping environment and its effect on consumers’ satisfaction and word-of-mouth (WOM) intentions. Our results indicate that the online consumers display a strong propensity of self-related attribution for the positive purchase outcome, and e-vendor related attribution for the negative purchase outcome. The self-related attribution increases consumers’ satisfaction, whereas the e-vendor related attribution decreases it. The influence of the e-vendor related attribution is stronger than the self-related attribution on consumers’ WOM intentions. There is a positive relationship between the self-related attribution and consumers’ positive WOM intentions and between the e-vender related attribution and consumers’ negative WOM intentions. Moreover, the effect of locus of attribution on consumers’ WOM intentions is greater for a negative purchase outcome than for a positive purchase outcome.

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