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황인창,황준하,정문석 한국정보전략학회 2001 한국정보전략학회지 Vol.4 No.2
In the electronic commerce, most consumers will have the mind that they look for the information of products and services and estimate alternatives investigated and choose right product, which they're likely to purchase in common commercial market. But In the E-commerce, consumer can not see the real products. And consumers have to be waited for a long time of delivery and the increase of many crime and fraud through the software makes the Anti-trust of E-commerce with credit and security problem included the extraction of personal information related to the privacy policy. This study examines the causes of delaying purchase decision related to the perceived risks of product, risk reduction behavior and consumer characteristics in electronic commerces. First, in order to investigate the differences of the perceived risk between heavy purchase group and unpurchase group, the three kinds of the perceived risk were examined. Second, risk reduction behavior related to a specific financial risk, social risk, and psychological risk were surveyed to research different characteristics between product and service. Finally, the relation between three kinds of the perceived risk and risk reduction behavior was analyzed. A survey was conducted to collect data with the questionnaires. 136 questionnaires were used for the analysis The results of study show that ; A man who have ever visited E-commerce site and internet shopping mall reduced the perceived risk more than usuals. In many types of risk reduction behavior, pre-purchase deliberation is The most useful for risk reduction behavior, word-of-mouth, brand loyalty and so on.
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전자상거래 서비스품질과 사전이용경험이 이용자 만족 및 구매의사에 미치는 영향
정형식,황준하 한국정보전략학회 2000 한국정보전략학회지 Vol.3 No.1
The objectives of this research are to investigate major factors of Service Quality(SQ), Questionnaires for user interface satisfaction(QUIS), and the effects of these factors, and an interaction effect of prior internet experience on satisfaction and purchase intention. A survey was conducted to collected the data with the questionnaires, 193 questionnaires were used for the analyses. The study results show that consumer perceived SQ and QUIS, and the judgements of a specific shopping mall's product and service in the processes from information search to afterservice affect consumer satisfaction and behavioral intention as hypothesized. Consumers' Internet shopping experience was found to affect behavioral intention interactively with satisfaction. Tangibility and reliability dimensions of service quality were found to be the major factors affecting consumer satisfaction. Also, the dimension of interaction between service provider and consumer in QUIS was a major factor for the satisfaction and behavioral intention. In sum, the results of this research appear to explain consumers' Internet shopping mall behavior. This research offers several implications for Internet marketers and academics.
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