한국경영과학회:학술대회논문집 (Proceedings of the Korean Operations and Management Science Society Conference)
- 한국경영과학회 2001년도 추계학술대회 논문집
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- Pages.184-187
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- 2001
인터텟 쇼핑몰에서 소비자의 지각된 위험이 구매 태도에 미치는 영향
Effects of the Perceived Risk on the Consumers′ Purchase Attitudes in the Internet Shopping Malls
초록
The purpose of this study is to find the perceived risk which influences consumers' purchase attitudes so that consumers' participation in electronic commerce could be enhanced. Consumer behavior involves risk in the sense that any action of a consumer will produce consequences which one cannot anticipate, and some of which are at least likely to be unpleasant. The types of perceived risks are financial risk, performance risk, social risk, psychological risk, time loss, opportunity loss, privacy risk, fashion loss, delivery risk, seller's response risk and seller's fraud risk The findings are as follows:
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