• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2015년도 춘계학술대회
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• pp.191-193
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• 2015

최근 경제발전과 정보통신기술의 발달에 따라 전자상거래 시장이 지속적으로 성장하고 있다. 메타분석은 여러 실증연구의 정량적인 결과를 통합과 분석을 통해 전체 결과를 조망할 기회를 제공하는 통계적 통합 방법이다. 전자상거래 연구에서 인지된 위험과 종속변수 간의 관계에 관한 연구들을 문헌연구와 메타분석을 실시하였다. 본 연구는 2000년부터 2014년까지 우리나라 학술지에 게재된 연구 중 인지된 위험과 종속변수의 인과관계가 설정된 총 25편의 연구논문을 대상으로 하였다. 메타분석의 결과 인지된 위험과 종속변수 간 경로의 효과 크기는 -0.251로 나타났다. 분석결과를 바탕으로 이론적 실무적 시사점을 제시하고 선행연구와 비교분석을 통해 차이점을 논의하였다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2014년도 춘계학술대회
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• pp.165-168
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• 2014

메타분석은 여러 실증연구의 정량적인 결과를 통합과 분석을 통해 전체 결과를 조망할 기회를 제공하는 통계적 통합 방법이다. 최근 정보통신기술과 지식정보사회의 융합은 정치, 경제 및 다양한 분야에 빠른 영향을 미치고 있다. 전자상거래 연구에서 인지된 가치, 인지된 위험과 행위의도 간의 관계에 관한 연구들을 문헌연구와 메타분석을 실시하였다. 본 연구는 2000년부터 2014년까지 우리나라 학술지에 게재된 연구 중 인지된 가치, 위험 및 행위의도의 인과관계가 설정된 총 25편의 연구논문을 대상으로 하였다. 메타분석의 결과 인지된 가치와 행위의도 간 경로의 효과 크기는 0.508이었다. 또한, 인지된 위험과 행위의도 간 경로의 효과 크기는 -0.251로 나타났다. 분석결과를 바탕으로 이론적 실무적 시사점을 제시하고 선행연구와 비교분석을 통해 차이점을 논의하였다.

• 한국의류산업학회지
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• 제24권3호
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• pp.289-302
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• 2022

This study aimed to provide information to establish a service strategy in cross-border e-commerce through an assessment of consumer satisfaction with a cross-border shopping channel and "amazon global store" managed by 11street, a domestic e-commerce corporation. The influence of brand familiarity with amazon as a global retail brand was tested. The mediating roles of the perceived value and risk of both cross-border shopping and amazon global store were investigated; the moderating role of the domestic e-commerce corporation was also studied. An empirical study was conducted on consumers who had experience using the amazon global store managed by 11street. To verify the hypothesis, data from 200 people was analyzed using PROCESS macro 4.0. The results indicated that familiarity with global brands did not have a direct effect on consumer satisfaction; the effect of global retail brand familiarity on consumer satisfaction was mediated only by the perceived value of cross-border shopping and amazon global store, not by the perceived risks. E-commerce corporate credibility showed a moderated mediation effect by mediating functional values of the amazon global store. For consumer groups with a credibility level of medium and above, the interaction effect of brand familiarity and corporate credibility was significant.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.494-499
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• 2007

Recently, owing to the rapid development of Internet and information technology in China, the growth of consumers' purchasing activities in the Internet Shopping Mall has been truly phenomenal. Thus, it is considered essential to understand what affects Chinese consumer's intention to purchase in the Internet Shopping Mall. Based on prior studies, trust is thought as a key factor affecting on Chinese consumers' purchasing intention. Hence, the purpose of the study is to investigate the effects of Chinese consumer's trust on purchasing intention of Internet Shopping Mall. In order to accomplish the purpose of this study, a research model has been established and it suggests that there are significant relationships between trust and purchasing intention, e-commerce knowledge and trust, perceived reputation and trust, perceived risk and trust, perceived ease of use and purchasing intention. The results of the study show that the relationships between these variables are all significant. This research confirms the important effect of Chinese consumer's trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

• 통상정보연구
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• 제11권3호
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• pp.3-24
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• 2009

Import Agency Service Mall, providing customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers. The consumers' great demand for foreign goods(services) has created Import Agency Service Mall(referred to hereafter as IASM) as a new business model of distribution and consumption, which seems to be grown rapidly. This empirical research investigates online shoppers for their trust dimensions for IASM. Consequences of the research are as follows: First, perceived reputation, web-site quality have influenced upon e-trust dimension of the IASM. Second, the level of e-trust consumers is more higher, and then the level of perceived risk is more lower. Third, perceived risk have not influenced upon intention to reuse the IASM. Fourth, the level of e-trust consumers is more higher, and then the level of intention to reuse the IASM is more higher. It is necessary for IASM to be developed its reputation and web-site quality in order to obtain customer's trust. Accordingly, this research will be helping IASM have insight for marketing strategies, and constantly should be studied about action and mind of consumer.

• 동아시아경상학회지
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• 제10권2호
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• pp.19-30
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• 2022

Purpose - The research aims to explore the ability of the combination of the Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to predict and explain the online shopping intention of Vietnamese consumers. The findings of this study provide empirical results to assess the factors influencing behavioural intention in the E-commerce field. Research design, data, and methodology - The research approach of this study is quantitative. The data was collected from 214 respondents on e-commerce platforms. The collected data will then be analyzed to test the proposed hypothesis in this study. Multiple Regression Analysis and Simple Linear Regression are employed to test the hypothesis. Result - Perceived benefits, Perceived risk reduction, and trust positively influence Attitude toward using Ecommerce. There is a positive relationship between Subjective norms and Behavioural intention to shop online. There is a positive relationship between Attitude toward using E-commerce and Behavioural intention to shop online. Conclusion - This study is based on the Theory of Reasoned Action (TRA) model and the Technology Acceptance Model (TAM) to explore the factors influencing the online shopping intention of Vietnamese consumers. Besides, this paper contributes to the managerial implications for E-commerce managers and policymakers to promote E-commerce among Vietnamese consumers.

• 무역상무연구
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• 제43권
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• pp.423-453
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• 2009

Import Agency Service Mall, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers. The consumers' great demand for foreign goods(services) created Import Agency Service Mall(referred to hereafter as IASM) as a new business model of distribution and consumption, which seems to grow rapidly. Accordingly, this study examined the e-Trust by analyzing the characteristics of IASM, determinants of trust, risk perception and its association with e-Trust in IASM, and finally applying the result to general internet shopping mall(referred to hereafter as GISM). The following results came out from the analysis: First, from the result of checking these two types of internet shopping mall consumers have different determinants of trust. Second, from the question if two types perceive different risk, purchasing the foreign goods, it came out that they showed critical difference in variable relevant to goods delivery and customer service. IASM perceived risk from those two variables more than GISM Third, from the review of the relationships between determinants of trust and risk perception variables, IASM showed interrelation among all the variables except between customer service and perceived risk. Fourth, the researcher examined how the risk perceived in the course of purchasing goods has an effect on consumers e-Trust. In case of IASM, risk perception relevant to customer service had an effect on consumer e-Trust. To the contrary, incase of GISM, risk perception didn't have any effect on e-Trust. Finally, from the review of interrelation between determinants of trust and consumer e-Trust, it came out that for IASM capability had an effect on consumer e-Trust and for GISM consumer service had an effect on consumer e-Trust.

• 한국의류학회지
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• 제32권8호
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• pp.1213-1225
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• 2008

This study looks at the customer's perceived value and perceived risk of Fashion merchandise e-commerce and the Shopping-mall trust of the Internet shopping-mall these external variables are applied to the innovative technical use model, the TAM(Technology Acceptance Model), to see the effect on the Shopping-mall attitude toward using the Internet shopping-mall and intention of purchase. Through this, the external variables that play an important role in e-commerce can be studied. The result showed that purchase intention of an individual differs by shopping-mall type and different factors affect purchase intention of the fashion merchandise for each shopping-mall type.

• The Journal of Asian Finance, Economics and Business
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• 제6권4호
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• pp.249-260
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• 2019

The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

• Asia pacific journal of information systems
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• 제26권4호
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• pp.489-508
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• 2016

Growth in the use of mobile commerce services (MCS) as an enabler to conduct business more effectively has been phenomenal. Technology acceptance model (TAM) has been applied in different contexts to examine a wide range of information technology. As more and more companies are finding ways to utilize MCS, an important issue is to understand what factors will affect the decisions of consumers in adopting the services. Based on TAM with two additional groups of external factors (i.e., service-related factors [ubiquitous access and contextual service] and technology-related factors [perceived security risk and network connectivity]) that are theoretically justified to affect both perceived usefulness and perceived ease of use, which are also considered, a research model for the investigated technology acceptance was developed and empirically examined. The major results of this study are as follows. First, ubiquitous access affects perceived usefulness and perceived ease of use. Contextual service affects perceived usefulness. Second, perceived security risk affects perceived usefulness and perceived ease of use. Finally, network connectivity affects perceived usefulness and perceived ease of use.