소셜 커머스의 소비자 지각된 위험과 구전 방향성이 구매의도에 미치는 영향

• 영문명: Influences of Consumer Perceived Risks and Valence of Word of Mouth Information on Purchase Intention in Social Commerce
• 발행기관: 한국IT서비스학회
• 저자명: 심이석(E Seok Shim) 이형재(Hyong Jae Rhee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제3호, 73~93쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.09.30

영문 초록

This paper is a research on perceived risk of social commerce which has influence on purchase intention. This study uses a 3-dimension concept of perceived risk and then, deals with influencing a purchase intention. In addition. to search other influential variable to purchase intention, this study adds a variable with expected moderating effect. This study proposes several hypothesis and processes an experiment to test and attest these hypothesis. This study attempts to analyze the effect that perceived risk in social commerce has on purchase intention. By the results of data analysis, all dimensions of perceived risk are found to have significant negative effects on purchase intention. In addition. this study proves moderating roles of valence of WOM Information on purchase intention. Additional managerial implications are also discussed.

목차

Abstract

1. 서론

2. 이론적 배경 및 가설 설정

3. 연구모형

4. 연구방법

5. 연구 결과

6. 결론 및 논의

참고문헌

키워드

Social Commerce Consumer Perceived Risk Performance Risk Psychological Risk Source Risk Valence of Word of Mouth(WOM)