인터넷 서점에서 소비자의 지각된 위험 및 이용의도에 영향을 미치는 요인에 관한 실증 연구

• 영문명: An Empirical Study on the Factors Influencing Perceived Risks and Intention to Use Online Bookstores
• 발행기관: 한국IT서비스학회
• 저자명: 양성병(Sung-Byung Yang)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제4호, 267~287쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

As the online bookstore market has been saturated and the level of competition has become more intense, maintaining competitive advantage by mitigating consumers' perceived risks can be considered as one of good alternative strategies a company should use. Although studies that identify the types of consumers' perceived risks in the context of online bookstores as well as validate the relationships between perceived risk and its antecedent/consequent factors in an integrated manner are strongly required, there has been less attention paid to these matters. Therefore, based on previous literature, we identify five types of perceived risks (financial, performance, online payment, delivery, and seller's response risk) and validate the impacts of online bookstore specific characteristics and user specific characteristics on perceived risk. In addition, we also verify causal relationship between perceived risk and intention to use online bookstores. The results of PLS test using 108 samples collected from undergraduate and graduate students confirm that perceived risk has a negative impact on intention to use and four antecedents (reputation, service quality, self-efficacy, and user experience) are significantly related to perceived risk.

목차

Abstract

1. 서론

2. 이론적 배경 및 선행연구

3. 연구모형 및 가설설정

4. 연구방법

5. 연구결과

6. 결론

참고문헌

키워드

Online Bookstore Perceived Risk Intention to Use Bookstore Characteristics Personal Characteristics