중국 상품에 대한 지각된 위험이 상품평가, 신뢰 및 구매지연에 미치는 영향

다국어 초록 (Multilingual Abstract)

The current research examined how consumers’ perceived risk affects product evaluations, trust and purchase deferral when they bought the imported products (ex. Chinese product) through six major hypothesize. Four hundred seventy-eight Korean adult consumers, who purchased Chinese products before, were invited to participate in the investigation. Data analyses were conducted with SPSS ver. 21.0 and AMOS ver. 21.0. We demonstrated that the
perceived risk was multidimensional and could be divided into four elements (financial risk, performance risk, psychological risk and social risk) by confirmatory factor analysis. Empirical verification through structural equation modeling indicated that the data offer substantial supports, such that firstly, the performance risk, psychological risk and social risk represent the direct influence on product evaluations and trust negatively. Secondly, the performance
risk and psychological risk affected the purchase deferral directly and indirectly, but the trust only had direct effect, the product evaluations only had indirect effect. Finaly, the performance risk represented the strongest influence on the purchase deferral, while financial risk had no influence on all the virables. We summarized the intellectual and practical implications through the results of present study; also the limitations and the direction of future study were
discussed at last.