Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Understanding of Factors of Open Market Satisfaction and Preference: The Study of Comparison Between Integrated Internet Shopping Store and Open Market

오픈마켓에 대한 구매자 만족과 선호의 영향요인 이해 : 오픈마켓과 종합인터넷쇼핑몰의 비교연구

  • Published : 2006.12.31
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Abstract

In recent, Open markets are booming up rapidly. Open markets are one of the online marketplaces which mainly concentrated on spot transactions of commodities, and are differentiated from integrated internet shopping stores with market participants, trading rules and so on. This study investigated on factors affecting satisfaction with and preference on open markets by comparing open markets with integrated internet shopping stores, and aimed to figure out the reasons why open markets are growing up so rapidly and to forecast the future of open markets. To investigate the factors affecting buyers' satisfaction with and preference on internet shopping channel. I extracted several factors through literature reviews. The factors include the pros (cost saving and time saving), the cons (security concerns and privacy concerns), and decision making support suggested by Simon's research as well. Then, I constructed research model and related research hypotheses. To verify research hypotheses, I conducted field survey targeting on online buyers and analyzed research data using structural equation model. According to data analysis result, open markets have competitive advantages over integrated internet shopping stores with respect to cost saving, time saving, and decision making support. However, online buyers are still concerning privacy issues within open markets. In summary, buyers are considering that open markets are cheaper, faster, and more efficient internet shopping channel, compared with integrated internet shopping stores. However, open markets are required to dedicate to lessen buyers' privacy concerns to rebirth as more satisfying and preferable internet shopping channel and to prosper in the future.

Keywords

References

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