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The Impact of Perceived Risks Upon Consumer Trust and Purchase Intentions (인지된 위험의 유형이 소비자 신뢰 및 온라인 구매의도에 미치는 영향)

  • Hong, Il-Yoo B.;Kim, Woo-Sung;Lim, Byung-Ha
    • Asia pacific journal of information systems
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    • v.21 no.4
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    • pp.1-25
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    • 2011
  • Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth, Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions, However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust, While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust, According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust, For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004), By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted, That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004), In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk, In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk, We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk ${\rightarrow}$ trust), H1-2 (psychological risk ${\rightarrow}$ trust) and H1-5 (online payment risk ${\rightarrow}$ trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust ${\rightarrow}$ purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First. it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

A Study on the Problems in Exercising Buyer's Right to Claim Damages for the Breach of Contract by the Seller in International Sales Contract - Focusing on CISG and UNIDROIT Principles(2010) - (국제물품매매계약에서 매도인의 계약위반에 대한 매수인의 손해배상청구권 행사의 문제점 - CISG와 UNIDROIT Principles(2010)을 중심으로-)

  • Oh, Won Suk;Youn, Young Mi;Lim, Sung Chul
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.58
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    • pp.3-33
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    • 2013
  • The purpose of this paper is to examine the problems in exercising buyer's right to claim damages for the breach of contract by the seller in international sales contract and to suggest reasonable counter-measures. The main contents are as follows: First, this author analyzed the principles of the seller's liability for damages in detail and examined the methods for the calculation of damages on the basis of Arts.74~77. As these articles are found to be insufficient in practical application, this author further examined the UNIDROIT Principles(2004) to confirm whether these Principles can fill the gaps of CISG or not, which turned out their gap-filling functions. Second, this author tried to find any expected problems when the buyer resorts to the right to claim damages in case of the seller's breach of contract including the estimation of damages, the burden of proof, causation, the proof of appropriateness for avoidance, the proof of buyer's obligation to mitigate the loss and so on. The reason is that these problems may cause a lot of difficulties in real business. As result, many buyers have given up their reasonable rights to claim damages so far. Finally, from the buyer's perspective, this author would like to suggest a liquidated damage clause(LD Clause) which gives the buyer to received a specified sum in case of seller's non-performance and/or a demand guarantee(or standby L/C) which guarantees buyer to secure unconditional payment independent of the underlying contract. For these purposes, the buyer should try to insert the LD Clause and/or Guarantee Clause in the contract when the buyer and the seller negotiate the sales contract. Also there are a lot of considerations and limitations in using the LD Clause and the Guarantee Clause in their real business, mainly dependent up bargain power between the seller and the buyer, for which this author promise to examine in detail in the future.

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Study on Institutionalized Mentally Retarded Children in Korea(Particularly Regarding Their Accommodation and Education Facilities) (한국 정신박약아의 실태 조사 연구(교육기관 및 시설을 중심으로))

  • 김초강
    • Journal of Korean Academy of Nursing
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    • v.2 no.1
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    • pp.115-129
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    • 1971
  • As the result of a survey conducted by the author on the status of tile 12 educational institutions for mentally retarded children in Korea and their quartering facilities as well as on 934 children accommodated in such institutions, the following conclusion has been reached: 1) More than a half (approximately 58 percent) of the facilities for mentally retarded children are concentrated in Seoul. About eighty-three percent of these facilities are private establishments, of which 70 percent have their proprietors concurrently as their superintendents. Although these facilities were first established as many as 22 years ago, it has been only five or six years since education was actually started for mentally restarted children. 2) Out of a total of 179 employes, teachers number 99, there by constituting approximately 57.6 percent. Out of them, however, only 32 teachers or 2.8 percent have special teachers licenses. Thus, each teachers has to take care of an average of 29 children. This is excessive a number of children per teachers in view of the special nature of this education, there by indication how urgent it would be to secure more teachers lot this field. 3) Out of the mantally retarded children investigated 57.6 percent suffer from physical disorder in addition to mental retardation, 53.0 percent from mental alienation illnesses besides retardation, and 25 pent from physical, mental disorders in addition to retardation. It is therefore necessary to maintain medical and nursing facilities together with educational facilities. however, two places have no medical facilities at all, and four other places, without medical personnel, have to receive medical support from nearby hospitals or clinics. 4) The total number of children in the surveyed facilities is 934, who can be broken down into 58.7 percent boys and 41.3 percent for girls. They are classified into 12.5 percent for idiot, 37.7 percent for imbeciles, 32.7 percent for morons, and 17.3 percent for thoes children on borderline. Their average age is 13.9 years. 5) As the result of education, the illiteracy rate of mentally retarded children has decreased from 78.1 percent to 32.1 percent while the percentage of those taking the primary school course has increased for 12.2 per cent to 33.5 percent. As a result, it has been learned that education is definitely necessary for Retarded children though it may be a difficult task. 6) The children who have mentally retarded children among their brothers or sisters constitute 6.3 percent of the total number. The corresponding rate for boys is 3.5 percent while that for girls is a remarkably higher rate 10.6 percent. Through studies on the causes of their mental retardation, it has been learned that 39.6 percent of them is of the inherent type and 35.3 percent is of the environmental type. Control and improvement of health of mothers and children, early diagnosis and early treatment are believed to be very important because they could prevent or alleviant much of these conditions. 7) The storage age of teachers and employes is 35.3 years, an indication that a great proportion of them is experienced in a way or another as their major difficulty or problems in serving with these special school, 22.5 percent cited inadequate payment 24.5 gave the inadequate public understanding, and 22.5 percent pointed out the lack of understanding on the part of give parents.

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A Study on Consumer Perception and Willingness to Pay for Environmentally Friendly Chestnuts in Korea (친환경 밤의 소비자 인식 및 지불의사금액 분석)

  • Kim, Jae Sung;Kim, Eui-Gyeong;Choi, Soo Im;Jung, Byung Heon
    • Journal of Korean Society of Forest Science
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    • v.95 no.4
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    • pp.415-422
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    • 2006
  • This study aims for suggesting an idea to plan the expansion of consuming environmentally friendly chestnuts by statistically analyzing the types and intentions for consumer's purchase of environmentally friendly point of production and export side. For this, the survey was performed on 650 housewives living in Seoul, new metropolitan cities such as Ilsan, Bundang, where is the central place of main consumption. As a result, it is more effective to plan the expansion of consumption as the activity of consumption promotion for environmentally friendly chestnut focused on specific target such as 3~4 members of family and 30~40's age of young housewives having with the academic background of above university graduate, large income of average monthly payment with over 4.5 million won and consumers who have experience to purchase environmentally friendly forest products. In order to achieve this goal, it is require to secure the stabilized dealer for the environmentally friendly forest products as well as to establish the appropriate price reflected by the value and quality of environmentally friendly chestnut which the consumers recognize. It is estimated that this price can be decided on the basis of willingness to pay for the environmentally friendly chestnut from the index which comes from the integrated and concentrated consumers' expectation as this study surveyed.

A Study on the Assistive Technology Service Operation System in Japan (일본의 보조기구 서비스 운영체계에 관한 연구 -장해자자립지원법(障害者自立支援法)에 따른 보조기구 서비스 운영 체계를 중심으로-)

  • Cho, Heung Seek;Kim, Jin Woo;Kim, Yong Deug;Seo, Dong Myung;Koh, Mi Seon;Kim, June Yung
    • 재활복지
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    • v.17 no.4
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    • pp.27-51
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    • 2013
  • The present study aims to examine the assistive technology service operation system[ATSOS] of the support system for independent living[SSIL] which was introduced after the enactment of the Law of Assisting the Independence for Persons with Disabilities[LAIPD] and to discuss its implications in the development of the assistive technology service delivery system[ATSDS] and the related measures for promoting the assistive technology industry in Korea. For this purpose, the literature review and the field study were employed. The research findings showed that the Japanese SSIL, which adopted the user payment system as measures to establish the sustainable ATSOS, arranged the consumer participation structure through substantial cooperation among related government departments. The result of this study indicates the need to secure the consumer's right to choose in a comprehensive utilization process of assistive technology services as for the establishment of the ATSDS in Korea. Furthermore, the arrangements for practical cooperative strategies among related government departments are encouraged.

A study on ICO-based fund investment (ICO 기반 자금 투자에 대한 연구)

  • Yoo, Soonduck
    • The Journal of the Institute of Internet, Broadcasting and Communication
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    • v.19 no.5
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    • pp.25-32
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    • 2019
  • The purpose of this study is to investigate how to make a proper investment in ICO in the market. Previously, companies used to borrow money from banks or to obtain investments from venture capital (VC) and angel investors, but now ICOs are used as a new type of funding and financing model. The ICO sells the tokens or coins created on the blockchain openly online to raise the necessary funds, and provides the market value by paying the tokens or coins as much as the investment amount. According to this study, the limitations of the ICO market are (1) difficulties in evaluating the company, (2) uncertainties in investments, (3) lack of legal safeguards, and (4) measures to secure corporate stability after recruitment. At present, there is no way to cope with this systematically since the ICO is not protected in the legal framework. Nevertheless, we investigated the ways to make proper investment in the existing ICO market. In investing in ICO, investors should (1) consider investment methods and profitability, and (2) verify and judge investment fraud through various channels (ex. Homepage, composition team profile, etc.) and make investments based on this. This study will contribute to the formation of a healthy ICO market by understanding the newly emerged ICO market and studying the considerations when investing in it, thereby contributing to the right investor training and reducing the mass production of consumer damages caused by fraud. The limitation of this study is that the domestic ICO has not yet been examined in the legal framework, so further research is needed when policy changes occur in the future.

A Study on the Legal Liabilities of Contractor as a Delay in the Product Delivery on the Offshore Plant Construction Contract (해양플랜트공사계약상 제조물인도지연에 따른 당사자의 법적 책임에 관한 고찰)

  • Jin, Ho-Hyun
    • MARITIME LAW REVIEW
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    • v.29 no.2
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    • pp.115-144
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    • 2017
  • The impact of the global financial crisis, which began in the United States in 2007, had a major impact on the domestic shipping and shipbuilding industries. In this regard, the domestic shipyard has established an order-taking strategy in several ways as an alternative to lowering the amount of construction of commercial vessels due to deterioration of the shipping industry, and selected industrial sector was the offshore plant sector. However, the domestic shipyard has under performed the offshore plant in order to just increase sales and secure work without any risk analysis for EPC contracts. As a result, the shipyard has been charged more than the initial contract price with the offshore plant contractor, or the shipyard has become a legal issue requiring payment of liquidated damages due to delays in delivery of the product. The main legal disputes are caused by the thorough risk analysis and the inexperience of process control that can occur during offshore plant construction. and In particular, there is no sufficient review of the unequivocal provisions in the contract as an element of risk management. There is no human resource to review these contractual clauses. Therefore, this study identifies the existence of specific risks that could lead to delays in offshore plant construction, and examined the existence of any unequivocal clauses in contracts for offshore plant construction. and also discussed how the toxic clause applies to the actual parties and how the concrete risk factors in the construction contracts are transferred and expressed by referring to the interviews with the project manager of the domestic shipyard and the previous research. As a result, This paper examined the legal liability of the contracting parties regarding delayed delivery of the products due to the offshore plant construction contract. And to improve the domestic shipbuilding industry.