Earticle

초록

영어

In recent, Open markets are booming up rapidly. Open markets are one of the online marketplaces which mainly concentrated on spot transactions of commodities, and are differentiated from integrated internet shopping stores with market participants, trading rules and so on. This study investigated on factors affecting satisfaction with and preference on open markets by comparing open markets with integrated internet shopping stores, and aimed to figure out the reasons why open markets are growing up so rapidly and to forecast the future of open markets. To investigate the factors affecting buyers' satisfaction with and preference on internet shopping channel. I extracted several factors through literature reviews. The factors include the pros (cost saving and time saving), the cons (security concerns and privacy concerns), and decision making support suggested by Simon's research as well. Then, I constructed research model and related research hypotheses. To verify research hypotheses, I conducted field survey targeting on online buyers and analyzed research data using structural equation model. According to data analysis result, open markets have competitive advantages over integrated internet shopping stores with respect to cost saving, time saving, and decision making support. However, online buyers are still concerning privacy issues within open markets. In summary, buyers are considering that open markets are cheaper, faster, and more efficient internet shopping channel, compared with integrated internet shopping stores. However, open markets are required to dedicate to lessen buyers' privacy concerns to rebirth as more satisfying and preferable internet shopping channel and to prosper in the future.

목차

1. 연구배경과 목적
 2. 이론적 배경
  2.1 오픈마켓의 정의
  2.2 오픈마켓의 종합인터넷쇼핑몰
  2.3 Kohli 등(2004)의 연구와 인터넷 쇼핑채널의 비교
 3. 연구모델과 가설의 수립
  3.1 종속변수
  3.2 기회요인
  3.3 Simon의 의사결정모형과 의사결정 지원기능
  3.4 위험요인
 4. 연구방법
  4.1 설문의 구성
  4.2 연구대상 및 데이터수집
 5. 결과분석
  5.1 분석방법
  5.2 자료분석
 6. 연구결과
  6.1 연구의 시사점
  6.2 연구의 한계점
 7. 결론 및 전망
 참고문헌
 <부록 A>. 설문지

저자

• 이주량 [ Joo-Ryang Lee | 연세대학교 경영학과 ]

참고문헌