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농산물 e커머스 신뢰·몰입요인의 선행변수와 행동의도에 관한 연구
이재태 ( Jae Tae Lee ),박영근 ( Young Geun Park ),박재진 ( Jae Jin Park ) 한국유통물류정책학회 2024 유통물류연구 Vol.11 No.3
The purpose of this study is to see how opportunistic behavior and relationship benefits of agricultural e-commerce platforms affect trust and commitment, and how trust and commitment affect behavioral intention. We also aim to see whether trust and commitment play a mediating role between opportunistic behavior, relational benefits, and behavioral intention. The subjects of the survey were 716 respondents who had experience purchasing agricultural products through e-commerce from March 1 to 30, 2024. Data were collected through questionnaires, and SPSS 27 and AMOS 24 were used for statistical analysis. As a result of the statistical analysis, first, it was found that there was a negative relationship between opportunistic behavior in agricultural e-commerce and customer trust. However, it was found that there was a positive relationship between relationship benefits, trust, and commitment in agricultural e-commerce. Second, it was found that if trust in agricultural e-commerce is high, commitment is high. In addition, high trust and commitment were found to have a positive effect on behavioral intention. Third, trust was found to partially mediate the relationship between opportunistic behavior and behavioral intention. Trust also partially mediated the relationship between relationship benefits and behavioral intentions, and commitment also partially mediated the relationship between relationship benefits and behavioral intentions.