인터넷 쇼핑몰에서 구매의도의 선행요인에 관한 연구 : 기술수용모델 중심으로

다국어 초록 (Multilingual Abstract)

Recent popularization of personal computers has made the explosive increase of the number of electronic commerce users and the rapid growth of the market scale of transactions through Internet. This study is an empirical study that has theoretically analyzed consumers' online shopping behavior based on Davis' Information Technology Acceptance Model. To come up with a research model, this study has begun from the Online Shopping Acceptance Model.
This study, base on preceding researches, aim to analyze influential factors on Purchase intention of users understood by perceived security, perceived risk, perceived ease of use and perceived usefulness.
After verify about the research model, Information Technology Acceptance Model was confirmed to be a useful model in predicting online shopping behavior.
Perceived risk, Perceived Information Security, perceived ease of use and perceived usefulness have become apparent to be important factors that affect online shopping technology acceptance in the e-commerce environment.

목차 (Table of Contents)

• 제1장 서론 = 1
• 1.1 연구의 목적 = 1
• 1.2 논문의 구성 = 2
• 제2장 전자상거래 = 3
• 2.1 인터넷 쇼핑몰 = 3
• 2.2 인터넷 비즈니스 모델 = 3
• 2.3 인터넷 쇼핑에 관한 연구 = 4
• 제3장 정보기술 수용 이론 분석 = 5
• 3.1 서론 = 5
• 3.2 태도와 행동의도 = 7
• 3.3 가치와 행동의도 = 10
• 3.4 합리적 행위이론 = 11
• 3.5 계획된 행위이론 = 14
• 3.6 기술수용모델 = 17
• 3.7 혁신확산이론 = 31
• 3.8 인지된 보안 = 35
• 3.8 인지된 위험 = 39
• 제4장 연구모형 및 가설의 설정 = 39
• 4.1 연구모형 = 40
• 4.2 연구가설 = 43
• 제5장 실증분석 = 43
• 5.1 자료수집 = 43
• 5.2 변수에 대한 타당성과 신뢰성 검증 = 46
• 5.3 연구가설검증 = 47
• 제6장 결론 = 50
• 참고 문헌 = 51
• ABSTRACT = 53