Earticle

초록

영어

There are so many studies on perceived risk and purchasing intention. But the results of those studies were inconsistent; some studies showed the positive effect of perceived risk on purchasing intention; others showed the negative effect. This research supposed that the inconsistence of studies resulted from the difference of group innovativeness and set up research hypotheses : among users from the lower innovativeness group, perceived risk has a negative effect on purchasing intention, but from the higher group, perceived risk has a positive effect on purchasing intention. We compared Internet shopping mall users of South Korea representing low innovativeness with those of China representing high innovativeness. The results provided that among South Korean users, perceived risk had the statistically insignificant negative effect on purchasing intention, but among Chinese users, it had the statistically significant positive effect on purchasing intention. Additionally, this study found that perceived risk influenced users’ fun which in turn influenced purchasing intention.

목차

Abstract
 1. 서론
 2. 지각위험과 구매의도
  2.1 지각위험의 유형
  2.2 지각위험과 구매의도에 대한 선행연구
 3. 연구가설
  3.1 지각위험과 구매의도의 관계
  3.2 재미와 구매의도의 관계
  3.3 지각위험과 재미 그리고 구매의도의 관계
  3.4 교환ㆍ환불 통제
 4. 연구방법
  4.1 데이터 수집
  4.2 측정 척도
 5. 데이터 분석
  5.1 측정모델
  5.2 구조 모형
 6. 결론
 참고문헌

키워드

저자

• 권순동 [ Sun-Dong Kwon | 충북대학교 경영정보학과 부교수 ] 주저자
• 전달영 [ Dal-Young Chun | 충북대학교 경영학부 교수 ] 교신저자
• 김용영 [ Yong-Young Kim | 건국대학교 경영학과 조교수 ]

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