소비자의 지각 위험 및 상품 관여도가 정보채널 평가에 미치는 영향 = 온라인 구매를 중심으로

다국어 초록 (Multilingual Abstract)

This study attempts to explore online consumer's perceived risks in online purchase, and for in-depth analysis of the effects of perceived risks on the cognitive and behavioral responses, the relationships among perceived risks, enduring involvement, and situational involvement were tested. In addition, in the process of information search, the reliability of information channel was tested by means of the evaluation of diverse information channels. As a result, it showed that the perceived risks of online purchase consisted of the perceived risk of purchase situation, social risk, the perceived risk of transaction, and the perceived risk of product quality. While the result showed statistically significant positive relationships among enduring involvement and all perceived risks of online purchase, in the case of situational involvement, only the relationships with social risk and the perceived risk of transaction showed a statistically significant result, which turned out to be positive. The Internet usage had the negative effect which was statistically significant on the perceived risks of online purchase. With regards to the evaluation of information channel, the perceived risk of product quality, situational involvement, enduring involvement, and the perceived risk of transaction had significant effects on the individuals' choice among different information channels.

참고문헌 (Reference)

1 "인터넷 쇼핑, 10년 만에 10조원 시장으로 성장"

2 KISDI, "이슈리포트"

3 Taylor, J. W., "The role of risk in consumer behavior" 38 : 54-60, 1974

4 Ratchford, B. T., "The impact of the Internet on information search for automobiles" 40 (40): 193-209, 2003

5 Pew Internet & American Life Project, "The ever-shifting Internet population: a new look at Internet access and the digital divide" 2003

6 UCLA Center for Communication Policy, "The UCLA Internet Report: Surveying the Digital Future- year three" 2003

7 Boze, B. V., "Selection of legal services: an investigation of perceived risk" 3 : 287-297, 1987

8 Radecki, C. M., "Perception of knowledge, actual knowledge, and information search behavior" 31 : 107-138, 1995

9 Dowling, G. R., "Perceived risk: the construct and its measurement" 3 : 193-210, 1986

10 Gumunden, H. G., "Perceived risk and information search: a systematic meta- analysis of the empirical evidence" 2 : 79-100, 1985

11 Ross, I., "Perceived risk and consumer behavior: a critical view, In Advances in Consumer Research" Association for Consumer Research 1974

12 Bhatnagar, A., "Online information search termination patterns across product categories and consumer demographics" 80 : 221-228, 2004

13 Pew Internet & American Life Project, "Online activities & pursuits"

14 Zaichkowsky, J. L., "Measuring the involvement construct" 12 (12): 341-353, 1985

15 Chang, M. K., "Literature derived reference models for the adoption of online shopping" 42 : 543-559, 2005

16 Cho, J., "Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behaviroal variables" 41 : 827-838, 2003

17 Atkin, C., "Instrumental utilities and information-seeking, In New Models for Mass Communication Research" Sage 205-242, 1973

18 Laroche, M., "How intangibility affects perceived risk: the moderating role of knowledge and involvement" 17 (17): 122-140, 2003

19 Beatty, S. E., "External search effort: an investigation across several categories" 14 : 83-95, 1987

20 Joines, J. L., "Exploring motivations for consumer Web use and their implications for e-commerce" 20 (20): 90-108, 2003

21 Bei, L. T., "Consumers’ online information search behavior and the phenomenon of search vs. experience products" 25 (25): 449-467, 2004

22 Jarvenpaa, S. L., "Consumer trust in Internet store" 1 (1): 45-71, 2000

23 Bloch, P. H., "Consumer search: an extended framework" 13 : 119-126, 1986

24 Mitchell, V. W., "Consumer perceived risk: conceptualisations and models" 33 (33): 163-195, 1999

25 Latour, M. S., "Consumer involvement with personal computer technology: a multi-sample analysis" 20 (20): 1-11, 2002

26 Bauer, R., "Consumer behavior as risk-taking" American Marketing Association 389-398, 1960

27 Hawkins, D. I., "Consumer Behavior: Implications for Marketing Strategy" Business Publications 1986

28 Engel, J. F., "Consumer Behavior" Dryden 1982

29 Petty, R. E., "Central and peripheral routes to advertising effectiveness: the moderating role of involvement" 10 : 135-146, 1983

30 Richins, M. L., "After the new wears off: the temporal context of product involvement" 13 (13): 280-285, 1986

31 Bloch, P. H., "A theretical model for the study of product importance perception" 47 : 69-81, 1983

32 Guo, C., "A review on consumer external search: amount and determinants" 15 (15): 505-519, 2001

33 Schmidt, J. B., "A proposed model of external consumer information search" 24 : 246-256, 1996

34 Dholakia, U. M., "A motivational process model of product involvement and consumer risk perception" 35 (35): 1340-1360, 2001

35 Punj, G. N., "A model of consumer information search behavior for new automobiles" 9 (9): 366-380, 1983

36 Mittal, B., "A causal model of consumer involvement" 10 : 363-389, 1989

37 U.S. Department of Commerce, "A Nation Online: How American are expanding their use of the Internet, Economics and Statistics Administration"