Earticle

초록

영어

Online business model for purchasing agent service is getting more popular. However, Consumers who bought products on the online purchasing agent took more risk than the generic online shopping site. When a person buys a product on the online purchasing agent, this product is sent from abroad by International Express and its delivery speed is much longer than a domestic purchase. When a product is damaged or lost in delivery, it will be very difficult and slow to solve the problem quickly. The purpose of this research is to find how the consumers manage risk when they perceive high purchasing risk. We developed a risk management model on the online purchasing agent and showed that consumers adopt different tactics according to risk level.

목차

Abstract
 Introduction
 Literature review
 Research model and hypotheses
 Research methodology
  Data collection
  Analysis results
  Measurement model
  Structural model
  A comparative analysis between high risk and low risksituation
 Discussion
 Conclusion
 Implication and future research agenda
 Reference

저자

• Hua-Long Fang [ Department of International Business, College of Business Administration ]
• Sun-Dong Kwon [ Department of MIS, Chungbuk National University ]

참고문헌