Earticle

초록

영어

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

목차

Abstract
 1. 서론
 2. 기존 위험 지각 연구
  2.1 오프라인 거래의 위험 지각에 관한 연구
  2.2 온라인 거래의 위험 지각에 관한 연구
 3. 연구 모형
 4. 연구 방법론
  4.1 설문지 작성
  4.2 자료 수집 및 표본 특성
  4.3 기술적 통계
 5. 분석 결과
  5.1 위험지각 측정의 타당성과 신뢰성 분석
  5.2 구매경험 여부에 따른 위험지각의 차이
  5.3 위험지각이 구매 만족에 미치는 영향
 6. 결론
 참고문헌

키워드

저자

• 민대환 [ Daihwan Min | 고려대학교 경상대학 경영정보학과/디지털 경영학과 교수 ] 교신저자
• 이승엽 [ Seung Yeop Lee | (주) 한국까르푸 스포츠용품 구매부 ]
• 임성택 [ Seongtaek Rim | 고려대학교 경상대학 경영정보학과/디지털 경영학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005