Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effects of Product Involvement on Required Trust Level and the Online Merchant Choice

제품관여도가 요구 신뢰수준 및 온라인 상인의 선택에 미치는 영향

  • Lee, Jung-Min (Graduate School, Chung-Ang University) ;
  • Cho, Hwi-Hyung (Management and Distribution Research Institute, SungKongHoe University) ;
  • Seo, Yong-Won (College of Business and Economics, Chung-Ang University) ;
  • Hong, Il-Yoo (College of Business and Economics, Chung-Ang University)
  • 이정민 (중앙대학교 대학원) ;
  • 조휘형 (성공회대학교 경영유통연구소) ;
  • 서용원 (중앙대학교 경영대학 경영학부) ;
  • 홍일유 (중앙대학교 경영대학 경영학부)
  • Received : 2011.05.31
  • Accepted : 2011.08.11
  • Published : 2011.08.31
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Abstract

A review of the related literature indicates that consumers' risk perceptions are largely affected by product involvement. This study investigates the impact of product involvement on required trust level and the online merchant choice. We developed a conceptual model that depicts the nomological relationships among product involvement, required trust level, and the online merchant choice, and formulated three hypotheses based on the conceptual model. An empirical study designed to accomplish the research objectives has been conducted using a questionnaire survey with 230 students in a university in Korea. The findings indicated that high-involvement products have higher trust level as required by consumers than low-involvement products, that consumers buying high-involvement products prefer digital storefronts, and that consumers buying low-involvement products prefer B2C e-marketplaces. The paper offers implications for academics as well as practitioners, based on the research results.

소비자행동과 관련된 기존 문헌은 소비자의 위험인식이 제품 관여도에 의해 중요한 영향을 받는다는 점을 제시하는 반면, 소비자가 요구하는 상인의 신뢰수준이나 소비자의 제품구매 상인의 선택이 관여도에 의해 어떻게 영향을 받는지에 대해서는 연구가 부족하다. 본 연구는 제품 관여도가 요구 신뢰수준 및 온라인 상인 선택에 미치는 영향을 조명하는데 목적이 있다. 이 목적을 달성하기 위해, 제품 관여도, 요구 신뢰수준, 온라인 상인 선택 등 개념들 간의 관계를 나타내는 연구모델을 개발하고, 연구모델을 근거로 세 개의 가설 및 한 개의 명제를 설정하였다. 그리고 연구모델을 테스트할 목적으로 230명의 대학생들을 대상으로 한 설문조사를 수행하였으며 수집된 데이터를 이용해 실증분석을 실시하였다. 연구결과를 통해, 고관여 제품이 저관여 제품에 비해 소비자가 요구하는 신뢰수준이 더 높고, 고관여 제품을 구매하는 소비자는 온라인 쇼핑몰을 선호하는 반면 저관여 제품을 구매하는 소비자는 이마켓플레이스를 선호하는 것으로 나타났다. 이러한 연구결과에 기초하여 실무자 및 연구자를 위한 시사점을 제시하였다.

Keywords

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