Earticle

초록

영어

This study examines factors to influence consumers’reliability, and satisfactions for consumer anti-site, and willingness to visit that site again among consumers utilizing anti-sites. According to the results of this study, first, male, consumers utilizing electronic commerce were more likely to visit anti-site. Consumers were more likely to write their own message and reply other consumers’message in anti-site when they have purpose to complain about their dissatisfaction regarding the process of purchase behavior. Second, consumer's satisfaction is higher in cases of consumers having higher recognition of necessity of anti-site, visiting not required to affiliate the members of anti-site, and being reliable sites. Third, consumers were more likely to use anti-site again when they had higher recognition in the necessity of anti-site and were more satisfied. Finally, in order to facilitate the utilization of anti-sites, those solutions include systematic classification and management of writings listed in the site, active management of the site managers, solutions for criticisms on the writings listed and lack of objectivity of information provided, and active searches for solutions rather than listing of writings on discontents and resistance.

목차

Abstract
 I. 서론
 II. 이론적 배경 및 선행연구 고찰
  1. 안티 사이트 특성 및 기능
  2. 안티 사이트에서의 소비자활동 현황
  3. 안티 사이트 관련 선행연구 고찰
 III. 연구방법
  1. 자료 수집
  2. 변수 측정
  3. 자료 분석방법
 IV. 연구결과
  1. 안티 사이트 이용 소비자의 특성 및 활동 현황
  2. 안티 사이트에서의 소비자활동 영향 요인
  3. 안티 사이트 신뢰도 및 만족도 영향 요인
  4. 안티 사이트 재방문의사 영향 요인
  5. 안티 사이트의 문제점 및 개선 방향
 V. 결론 및 제언
 참고문헌

키워드

저자

• 허경옥 [ Huh, Kyoung-ok | 성신여자대학교 가족문화소비자학과 부교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  가족자원경영과 정책(구 한국가족자원경영학회지) [Journal of Family Resource Management and Policy Review]

• 간기

  계간

• pISSN

  1738-0391

• eISSN

  2713-9662

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 590 DDC 640