Many studies have suggested that e-commerce value creation potential depends on four interdependent factors Lock-In, Complementarity, Efficiency, and Novelty. In order to survive in the recent fierce competition, companies have also secured e-Trust that strengthens long-term business relationships by reducing consumer uncertainty. This study, while analyzing the value creation factors (Lock-in, Complementarity, Efficiency, Novelty, e-Trust) of recent e-commerce (online shopping mall) companies from the point of view of purchase intention, customer value (Functional value, Emotional value, Social value) We present an academic proposition that can also examine the mediating effect of value). First, through previous studies on value-based strategy and value creation in e-commerce, various discussions on the theoretical background necessary for effective value-based strategy establishment and strategy execution of e-commerce (online shopping mall) companies were reviewed. Second, it provides academic discussion and practical implications by presenting academic propositions on the value creation factors of e-commerce (online shopping mall) companies, purchase intentions, and customer value, and confirming the basis through empirical analysis.

1. 서 론
2. 선행연구 및 이론적 배경
    2.1 가치창조요소
    2.2 고객가치
    2.3 구매의도
3. 연구방법
    3.1 연구모형
    3.2 가설설정
    3.3 변수의 조작적 정의 및 설문조사
4. 실증분석 결과
    4.1 타당성 및 신뢰성 분석
    4.2 상관관계 분석
    4.3 회귀분석
    4.4 검증결과의 해석 및 시사점
5. 결론 및 향후 연구과제
Acknowledgement
References

• In-Yeol Jwa(한양대학교 일반대학원 경영컨설팅학과) | 좌인열
• Kwang-Ho Park(한양대학교 ERICA캠퍼스 경상대학 경영학부) | 박광호 Corresponding Author