Earticle

초록

영어

There are recently several studies of online auctions which have focused on exploring a bidder's bidding behavior in IS area. Those studies, however, have been limited to account for bidders' bidding behavior in the view of TAM and trust, not considering perceived price fairness and competition intensity. Although this view point seems reasonable in the online auction sites, few previous studies employing this perspective are found in the relevant literatures. Based on it, this study developed a comprehensive model based on trust and TAM in terms of perceived price fairness to explain competition intensity in the online auction sites. This study collected 269 survey responses from online bidders who have prior experiences with online auction sites. The survey data are used to empirically verify 11 research hypothesis by using LISREL. The results indicate that trust in websites, trust in sellers and perceived usefulness have significant impacts on perceived price fairness. Finally, perceived price fairness is strongly related to competition intensity in the online auction. This study ends with theoretical and managerial implications, as well as limitations and future research.

목차

I. 서론
 II. 이론적 배경
  2.1 온라인 경매 연구의 흐름
  2.2 가격 공정성(price fairness)
  2.3 신뢰(trust)
  2.4 기술수용모델
 III. 연구모형과 가설
  3.1 연구모형
  3.2 연구가설
  3.3 연구변수들의 조작적 정의와 설문구성
 IV. 실증분석
  4.1 연구방법, 표본특성 및 기술통계
  4.2 타당성과 신뢰성 검증
  4.3 연구모형의 경로분석
  4.4 가설검증 및 해석
 V. 결론 및 토론
  5.1 연구의 요약
  5.2 연구의 시사점 및 한계점
 참고문헌

저자

• 박상철 [ Sang Cheol Park | 성균관대학교 경영학부 강사 ] 주저자
• 김종욱 [ Jonguk Kim | 성균관대학교 경영학부 부교수 ] 교신저자

참고문헌