지각된 위험과 신뢰가 인터넷쇼핑몰 사용자 수용에 미치는 영향 = A Study on the Impact of the Trust and Perceived Risk on the Consumer Acceptance Of Internet Shopping Mall

다국어 초록 (Multilingual Abstract)

Trust has long been regarded as a catalyst for buyer-seller transactions that can provide consumers with high expectations of satisfying exchange relationships.
Many researchers maintain that trust is essential for understanding interpersonal behavior and economic exchanges. The importance of trust is elevated in e-commerce because of the high degree of uncertainty and risk present in most on-line transactions.
Thus, the role of trust is of fundamental importance for adequately capturing consumer behavior in e-commerce. Perceived risk is also an important element of B2C e-commerce that is likely to affect consumer behavior.
Since trust and perceived risk are essential constructs when uncertainty is present, these beliefs are integrated in the proposed e-commerce acceptance model.
Intentions to use the Internet for on-line transactions should consider the major TAM constructs, which theorize that perceived usefulness and perceived ease of use determine actual system use.
The research presented in this paper aims to predict consumer acceptance of e-commerce by integrating TAM with the constructs of trust and risk, both of which are essential when uncertainty is present in the technology-driven environment of e-commerce.
Specifically, I examine the impact of the following factors on the consumer`s use of intention: perceived ease of use(PEU), perceived usefulness(PU), perceived risk with products/services(PRP), and perceived risk in the context of online transaction(PRT).
In short, this research aims to provide a basic model that predicts consumers'
acceptance of e-commerce(Internet Shopping Mall) by explaining their intentions when using Internet technology for transactions.
The main research issues are:
-Predicting the drivers of consumer intentions to accept e-commerce.
-Deciding whether and how to integrate TAM with the trust and risk.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 연구 목적 = 1
• 2. 연구방법 및 구성 = 3
• Ⅱ. 이론적 배경 = 5
• 1. 인터넷쇼핑몰 = 5
• 1) 인터넷쇼핑몰의 개념 = 5
• 2) 인터넷쇼핑몰에 관한 선행연구 = 6
• 2. 정보기술 수용에 관한 주요 연구들 = 9
• 1) 기술수용모형의 개념 = 9
• 2) 인터넷 쇼핑몰 수용에 관한 선행연구 = 11
• 3. 신뢰와 지각된 위험에 관한 연구 = 23
• 1) 신뢰에 관한 선행연구 = 23
• 2) 지각된 위험에 관한 선행연구 = 27
• 3) 지각된 위험의 분류에 관한 선행연구 = 28
• 4) 신뢰와 지각된 위험간의 관계 = 31
• Ⅲ. 연구모형 및 가설설정 = 35
• 1. 연구모형의 설계 = 35
• 2. 연구가설의 설정 = 38
• 3. 연구변수의 조작적 정의 및 측정 항목 = 42
• Ⅳ. 가설검증 및 분석결과 = 46
• 1. 연구의 표본 및 조사방법 = 46
• 2. 측정항목의 신뢰도 및 타당성 분석 = 49
• 3. 공분산 구조분석 = 52
• 4. 가설 검증 및 결과요약 = 56
• Ⅴ. 결론 = 61
• 1. 연구 결과와 시사점 = 61
• 2. 연구의 한계점 및 향후 과제 = 64
• 참고문헌 = 65
• 영문초록 = 70
• 설문지 = 72