소비자의 인터넷쇼핑 구매경험과 기술준비성이 인터넷 의류쇼핑시 위험지각과 만족도에 미치는 영향 = Transactions : The Influence of Consumers` Purchase Experience and Technology Readiness on Risk Perception and Satisfaction in Internet Clothing Shopping

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine consumers` risk perception in internet clothing shopping and its relation with technology readiness and the frequency of purchase. Thereafter, this study examines how consumers` risk perception affect service quality and satisfaction at the apparel shopping sites, An on-line survey was made to collect data, and the replies from 785 people, who had an experience of apparel shopping on line, were used in data analysis. From factor analyses, risk perception comprised 3 factors of product related risk, delivery related risk, and security related risk, and technology readiness comprised 4 factors of optimism, innovativeness, discomfort, and insecurity. Based on cluster analysis, consumers were classified into 3 types in terms of the internet risk perception: low risk group, medium risk group, and high risk group. From path analysis, risk perception was decreased with high frequency of purchase and low discomfort and insecurity of technology readiness, and risk perception and service quality had an influence on consumers` satisfaction with the shopping sites.