| Abstract |
| The companies shall create the homepage satisfying the customers` characteristics as well as their own characteristics for effective advertising and marketing activities through the homepage. Thus, this study aims to identify the factors influencing on the selection of homepage creators. To this end, this study examined the causal relationship between the environmental factors of homepage creation and decision making process of homepage creation. Next, it will empirically verify the roles of parameters of corporate image and propensity of CEO related to the purchase decision making process. According to the results of research, the design quality, price and outcome of homepage have the significant impact on the purchase decision making process. In particular, the design quality had more impact on the purchase decision making process. For the corporate characteristics, the propensity of CEO and corporate image demonstrated the significant impact on the purchase decision, and especially the propensity of CEO showed more impact. In case of the mediating effect of corporate characteristics in the relationship with the environmental factors of production and purchase decision, only the corporate image indicated the significant relationship. While the technology and corporate capability couldn`t have direct impact on the purchase decision, the corporate image had impact on the purchase decision. The corporate image demonstrated the complete mediating effect in the relationship with the environmental factors of production and decision making. |
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| Key Words |
| 홈페이지 제작환경요인, 조직구매의사결정, 최고경영자 성향, 기업이미지, Environmental factors of homepage creation, organizational purchase decision, propensity of CEO, corporate image |
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