전자상거래 라이브 커머스 특성이 중국 소비자의 충동 구매의도에 미치는 영향에 관한 연구: 가상촉각을 매개효과로

추익민,진경,진철빈,이경구 한국국제경영관리학회 2023 국제경영리뷰 Vol.27 No.1

E-commerce livestreaming can stimulate users' emotional consumption and improve the purchase conversion rate and user experience, so as to increase the promotion effect of E-commerce livestreaming. Therefore, this study will explore the characteristics of E-commerce livestreaming content and its influence mechanism on impulse purchase intention. On the basis of sorting out the dimensions of E-commerce livestreaming content, this study introduced virtual tactility as mediating variable to build a mechanism model of the effect of E-commerce livestreaming content characteristics on impulse purchase intention. In this study, a total of 344 valid sample data from Chinese customers were collected through questionnaire survey, and the above theoretical model was verified by structural equation modeling method. The results of structural equation model analysis show that the characteristics of knowledge, entertainment, interaction and interest of E-commerce livestreaming content have significant positive effect on impulse purchase intention, and virtual tactility mediates the relationship between the knowledge, entertainment, interaction and interest of E-commerce livestreaming content and impulse purchase intention. According to the results of this study, enterprises can understand influencing factors and the formation process of impulse purchase intention in the context of E-commerce livestreaming. By observing the characteristics of E-commerce livestreaming content, this paper draws enlightenment on how enterprises should conduct E-commerce livestreaming in the fierce market competition environment. Aiming at the emerging field of E-commerce livestreaming, this study explores the influence mechanism of E-commerce livestreaming content characteristics on impulse purchase intention which deepens the academic circle's understanding of E-commerce livestreaming content and provides theoretical support and decision-making reference for sustainable development of E-commerce livestreaming enterprises. 전자상거래 라이브 커머스는 사용자의 감성 소비를 자극하고 구매 전환율과 사용자 경험을 향상시켜 전자상거래 라이브 커머스의 전달 효과를 촉진할 수 있다. 따라서 본 연구는 전자상거래 라이브 커머스의 특성과 충동 구매의도에 미치는 영향을 탐색하고, 전자상거래 라이브 커머스의 차원을 분류한 후 가상 촉감을 매개변수로 도입하여 전자상거래 라이브 커머스의 특성이 충동 구매의도에 미치는 영향 연구 모델을 구축하였다. 설문조사를 통해 중국 소비자 중심으로 총 344개의 유효한 설문지를 수집하여 위의 이론적 모델을 통계적 실증방법으로 검증하였다. 구조방정식 모형 분석 결과, 전자상거래 라이브 커머스의 지식성, 오락성, 상호작용성, 이익성의 특성은 충동 구매의도 촉진에 유의미한 영향을 미치고, 가상 촉감은 전자상거래 라이브 커머스의 지식성, 오락성, 상호작용성, 이익성과 충동 구매의도 간의 매개효과가 있는 것으로 나타났다. 본 연구 결과에 따라 기업은 전자상거래 라이브 커머스 과정에서 충동 구매의도를 형성하는 과정과 영향 요인을 이해할 수 있다. 본 연구는 전자상거래 라이브 커머스의 특성을 관찰함으로써 치열한 시장 경쟁 환경에서 기업이 라이브 커머스를 어떻게 수행해야 하는지에 대한 깨달음을 도출하였다. 본 연구는 새롭게 떠오르는 전자상거래 라이브 커머스 분야를 겨냥하여 콘텐츠 특성이 충동 구매의도에 미치는 영향을 분석하여 전자상거래 라이브 커머스 특성에 대한 학계의 이해를 심화시키고, 전자상거래 라이브 커머스 기업의 지속 가능한 발전을 위한 이론적 지원과 의사 결정 참고 자료를 제공할 것이다.

전자상거래 애플리케이션의 사용성 평가 지표

최지원,김종배 사단법인 인문사회과학기술융합학회 2017 예술인문사회융합멀티미디어논문지 Vol.7 No.11

E-commerce industry like Open Market and Social Commerce has been growing rapidly around the world. E-Commerce makes people be able to purchase goods or use service in resonable price by promoting competition within sellers, and its range is increasing into many areas. The market also changed in order that more and more people use mobile application than PC device for their online shopping with highly-advanced payment technology. Social Commerce company like 'Coupang', 'Ticket Monster' and 'We Make Price' designed their service more fit to the mobile device. However, as the Open Market company like '11 Street', 'Auction' and 'G-market' has grown based on PC device, their change to mobile device occurred at a slow pace. The difference between two market led to the gap of usability of mobile application. To improve the usability, usability evaluation of E-commerce application should take precedence. Therefore, this paper intends to set up the evaluation factors of E-commerce application. 오픈마켓과 소셜커머스 등의 E-Commerce 산업이 전 세계적으로 빠르게 성장하고 있다. E-Commerce는 판매자 간의 경쟁을 촉진함으로써 다양한 상품 및 서비스를 저렴하게 구매할 수 있도록 해주기 때문에, 제품 구매는 물론 점점 많은 영역으로 그 범위가 확대되고 있다. E-Commerce 서비스에서 PC와 모바일 애플리케이션의 사용 비중에 따라 시장이 변화해왔는데, 닐슨코리아의 전자상거래 분기 보고서에 따르면 수년 전부터 이미 E-Commerce 서비스의 시간 점유율이 PC 대비 모바일이 절반을 넘어섰다. 모바일 결제 기술 등이 점점 발전하면서 모바일 애플리케이션을 통한 쇼핑이 편해졌기 때문이다. 이에 따라 E-Commerce 시장에 늦게 뛰어든 쿠팡, 티몬, 위메프 등의 소셜커머스 기업들은 자신들의 서비스를 모바일 기기에 적합하도록 설계를 해왔다. 반면, 11번가, 옥션, 지마켓 등의 오픈마켓 기업들은 기존에 PC를 기반으로 성장해왔기 때문에 모바일 대응이 다소 느린 편이었고, 이는 모바일 애플리케이션 사용성의 격차로 드러났다. 추후 사용성의 개선을 위해서는 E-Commerce 애플리케이션에 적합한 사용성 평가가 우선되어야 한다. 따라서 본 논문에서는 E-Commerce 애플리케이션의 사용성 평가 요인과 항목을 정립할 것이다. 차후에 E-Commerce 애플리케이션 사용성 평가를 통해 사용성을 개선하는 데에 기여하고자 한다.

B2C Cross-border e-Commerce관련 법규범에 관한 연구

김철호 한국무역통상학회 2018 무역통상학회지 Vol.18 No.4

Recently, the B2C cross-border e-commerce has been rapidly increasing. According to this trend, the laws and regulations related B2C cross-border e-commerce should be prepared to clarify the concepts and areas between e-trade and B2C cross-border e-commerce. First, B2C cross-border e-commerce laws and regulations should be prepared to improve the laws related to B2C cross-border e-commerce. Second, it is urgent to unify the terms related to B2C cross-border e-commerce, which is used variously in relation to B2C cross-border e-commerce. Third, it is necessary to revise various support systems for e-commerce and e-trade infrastructure according to the characteristics of B2C cross-border e-commerce. Fourth, B2C cross-border e-commerce professional support center and committee for dispute settlement are necessary. Also, in order to efficiently support and manage B2C cross-border e-commerce, it is necessary to unify management institutions.

정보보안 인식이 신뢰 형성에 미치는 연구

정재훈(Jaehun Jeong),최명길(Myeonggil Choi) 한국정보보호학회 2015 정보보호학회논문지 Vol.25 No.5

본 연구는 정교화 가능성 모델(Elaboration Likelihood Model, ELM)의 관점에서 E-Commerce에서 발생하는 소비자의 정보보안 인식의 영향을 조사하고, 소비자의 관여도와 경험의 조절 효과를 분석한 것이다. 소비자는 E-Commerce에 대한 관여도와 경험의 수준에 따라 E-Commerce 웹사이트를 사용하고 있다. 본 연구는 ELM을 기반으로 하여 소비자의 E-Commerce에 대한 정보보안 인식이 형성되고, 소비자의 관여도, 경험의 정도에 따라 그 효과 크기가 조절된다는 것을 설명하는 이론적 모형을 제시하고, 실증 연구를 통해 모형을 확인한다. 연구 결과, 소비자는 E-Commerce 웹사이트에 대한 인식의 유형에 따라 서로 다른 경로를 통해 E-Commerce 업체에 대한 신뢰 태도를 형성했고, 그 영향을 소비자의 관여도와 경험이 조절했다. E-Commerce에서 소비자의 정보보안 인식 유형을 연구하는 것은 신뢰 형성에 대한 새로운 관점을 제시할 것으로 생각된다. This study investigates the effects of information security awareness arising from E-Commerce in terms of the Elaboration Likelihood Model(ELM) and analyzes the moderating effect of the trust"s involvement and experience. Consumers are using E-Commerce Web sites, depending on the level of involvement and experience in E-Commerce. This study is based on the ELM, the information security awareness of consumer confidence in E-Commerce form, according to the degree of experience and involvement suggested a theoretical model to describe the effect that the scaling and, through empirical studies validation of model. Consumer confidence is formed the attitude of the E-Commerce company through different paths, depending on the type of awareness in the E-Commerce web site, this moderate has the effect of consumer involvement and experience. Studying the information security awareness of consumer in the on E-Commerce is considered to present a new perspective on trust.

인천 및 경기지역 성인 여성의 전자상거래에서 식품 구매실태와 식습관과의 관련성

박유진(Yu-Jin Park),김미현(Mi-Hyun Kim),최미경(Mi-Kyeong Choi) 한국영양학회 2019 Journal of Nutrition and Health Vol.52 No.3

본 연구에서는 인천 및 경기지역에 거주하며 식품 구매의 주 소비자인 성인 여성 410명을 대상으로 전자상거래에서 식품 구매 실태를 파악하고 식품 구매 상태에 따른 식생활과의 관련성을 분석하여 향후 전자상거래를 통한 올바른 식품 구매 지도 및 확산을 위한 기초자료로 활용하고자 하였다. 조사대상자의 연령은 20 ~ 50대가 비교적 고르게 분포하였으며, 기혼자가 70.5%였다. 전자상거래 식품 구매경험자는 87.6%이었으며, 최근 6개월 이내 식품 구매액은 대상자의 43.2%가 10만원 미만이었다. 식품 쇼핑몰에 대한 정보는 20 ~ 40대는 인터넷 검색을 통해서, 50대 이상의 경우에는 TV 광고를 통해서 얻는 경우가 많았다. 전자상거래에서 주로 구매하는 식품은 커피, 티, 간편조리식품, 냉장, 냉동식품이 40% 이상으로 높았다. 전자상거래를 이용하여 식품을 구매하는 이유는 ‘오프라인 매장 보다 저렴해서’ ‘배송 및 운반이 편리해서’, ‘전자상거래에서 판매되고 있는 식품의 종류가 다양해서’, ‘경제활동 및 육아로 식품을 직접 구입할 시간이 부족해서’ 순이었다. 전자상거래 식품 구매 시 중요하게 생각하는 부분은 ‘가격 및 품질’이 44.8%로 가장 높았으며, ‘신속하고 정확한 배송’, ‘제품의 유통기한, 내용량, 영양성분, 성분명 및 함량의 명확한 표기’ 순이었다. 전자상거래에서 식품 구매 후 대상자의 69.1%가 매우 만족 또는 만족하였으며, 95.5%는 향후 전자상거래에서 식품 구매의사가 있다고 답하였다. 전자상거래에서 식품 구매의 장점과 단점에 대한 인식은 5점 만점에 각각 3.6점과 3.7점이었으며, 50대 이상과 기혼자에서 장점에 대한 인식 점수가 유의하게 낮았다. 전자상거래에서 식품 구매자는 비구매자보다 ‘가공식품의 잦은 섭취’, ‘달고 기름진 음식의 잦은 섭취’, ‘외식’, ‘과음 및 잦은 음주’의 식행동 점수가 낮아 바람직하지 않은 것으로 나타났다. 전자상거래에서 식품 구매비용이 높을수록 ‘우유 매일 섭취’의 식행동은 바람직한 반면, ‘가공식품의 잦은 섭취’, ‘달고 기름진 음식의 잦은 섭취’, ‘외식’, ‘과음 및 잦은 음주’는 바람직하지 않은 것으로 나타났다. 전자상거래에서 식품 구매자는 비구매자보다 ‘천천히 여유롭게 식사’, ‘편식하지 않고 음식을 골고루 섭취’, ‘과식하지 않고 적당히 섭취" 점수가 낮아 바람직하지 않은 것으로 나타났으며, 식품 구매비용에 따라서는 금액이 낮을수록 ‘천천히 여유롭게 식사하는 편’의 식습관 점수가 높았다. 이상의 결과를 종합할 때 성인 여성의 87.6%가 전자상거래를 통한 식품 구매 경험을 가지고 있었으며, 전자상거래에서 식품 구매경험이 있거나 그 비용이 클수록 바람직하지 않은 식행동과 식습관을 보였다. 이와 같이 전자상거래에서 식품 구매는 소비자의 식행동 및 식습관과 관련성이 있는 것으로 나타나고 있기 때문에 지속적으로 증가하고 있는 전자상거래를 이용한 식품 구매 대상자들에게 건전한 식품구매와 올바른 식생활을 유도할 수 있는 지속적인 관심과 영양지도가 요구된다. Purpose: This study examined the food purchases from e-commerce and its relation to eating behaviors or habits in adult women in Incheon and Gyeonggi. Methods: A total of 410 subjects participated in the questionnaire survey. Food purchases in e-commerce and food habits were compared according to age, marital status, and food purchase status in e-commerce of the subjects. Results: Approximately 88% of the subjects had experience of buying foods by e-commerce; more than 40% of the subjects spent less than 100,000 Won buying foods by e-commerce in the past 6 months. The major purchases were coffee and tea, instant food and frozen food, and water and beverages. The reasons for buying foods in e-commerce were cheaper price, convenience of delivery, and variety of food choices. The main factors considered for purchasing foods in e-commerce were price and quality followed by rapid and accurate delivery, and food label and information. Approximately 70% of the subjects were very satisfied or satisfied with their food purchase in e-commerce, and 96% answered that they were willing to buy food in e-commerce again. The perception on the advantages of food purchases in e-commerce was 3.6 points out of 5 and significantly lower in the over 50s and married group. The subjects with experience and high cost of food purchase in e-commerce showed significantly low scores of dietary behaviors and eating habits, which is undesirable. Conclusion: A high percentage of people purchased foods by e-commerce, and they showed undesirable eating habits, especially when the cost of purchasing foods by e-commerce is high. These results showed that purchasing foods in e-commerce may be related to consumers" food habits. Therefore, continuous attention and nutrition guidance for e-commerce consumers are needed.

Research on the Facilitation of E-commerce Technology Development on New-type Urbanization Construction in the Internet of Things Era

Li Jia li,Cheng Tao 보안공학연구지원센터 2015 International Journal of u- and e- Service, Scienc Vol.8 No.3

In the internet of things era, information technology is developing at a high speed while e-commerce technology is increasingly maturing, which builds a favorable platform for the further development of e-commerce industry. Nowadays, as a digitized business model, e-commerce has become one of the main development forms in modern commerce and trade circulation and held an important position in national economic growth by its distinct advantages, efficient, quick, easy and low-cost. On the other side, the development of commerce and trade circulation is a significant measure to promote the new-type urbanization construction. The urban construction and commercial circulation has a long-history relationship, the development of both sides are mutual precondition. The further improvement of e-commerce technologies will inevitably drive the strategic transformation and long-term development of the whole commercial circulation as well as facilitate the improvement of the entire e-commerce, yet the change will directly increase the pace of new-type urbanization construction, playing a positive role on new-type urbanization construction.

전자상거래 산업의 변천 과정과 시대별 특징에 대한 비교분석

김은주,신건철 한국경영사학회 2022 經營史學 Vol.103 No.-

E-commerce, the main actor of the 21st century, has been undergoing innovative evolution until recently, going through various characteristics and changes by era over the past 30 years. In this study, it is meaningful to analyze the attributes and characteristics of each period by illuminating the transition process of the E-commerce industry. This is because it predicts the direction of the E-commerce industry and provides useful information that can be advanced in the future for the industry. The purpose of this study is to compare and analyze the transformation age of the E-commerce industry type and characteristics of each period that appeared in the past 30 years before and after the 1990s. The period of review by era of the E-commerce industry was taken as the core analysis scope, including the development history of E-commerce technology by era, from the time of introduction of E-commerce in the 1990s up to the latest 2020. This study divides the history of the E-commerce industry into 10-year cycles, and presents a web in which various evolutions such as the beginning of Web 1.0, when the industry was formed, the creation of industry, and the introduction of Web 2.0 where transactions were made. Web 3.0, which accelerated the introduction of innovative information technology (IT) to provide an optimal consumer experience, E-commerce, M-commerce, social commerce, and the 4th industrial revolution (4IR) was again divided into eras and examined. This study presents a research model and system diagram by technical classification from the perspective of business history, and summarizes and examines the development process in the history of E-commerce development. 21세기 주인공인 디지털 산업인 전자상거래는 지난 30여 년간 전자상거래 산업을 기술별, 시대별 특징으로 체계화하여 다음 단계의 발전상을 유추하는데 필요한 자료구축과환경 변화에 대응해야 하는 기업에게 전략 수립을 위한 기초자료를 제공한다는 데 그 의의가 있다. 이는 전자상거래 산업의 발전 방향을 예측 가능하게 함으로써 예견되는 위험에 대하여 선제적으로 대처할 수 있는 유용한 길잡이의 역할을 하기 때문이다. 본 연구의목적은 1990년대를 전후로 지난 30여 년간 나타난 전자상거래 산업의 변천 과정을 살펴보고 기술별, 시대별 특징을 비교ㆍ분석하는데 있다. 전자상거래 산업의 시대별 고찰 기간은 1990년대 전자상거래 태동 시기를 기점으로 10년 주기로 최근 2020년대까지 전자상거래 기술의 시대별 발전사를 포함한 핵심적인 분석범위로 삼았다. 이상과 같은 관점에서 본 연구는 전자상거래 산업에 대한 변천 전개 과정을 10년 주기로 산업형성 이전의환경분석과 산업의 서비스 등장, 거래가 시작되는 태동기, 도입기, 성장기, 성숙기로 구분하고 웹 1.0, 웹 2.0, 웹 3.0, 웹 4.0 기술의 발전 단계와 E-커머스, M-커머스, 소셜 커머스, 4IR 커머스 전자상거래 발전 단계를 비교ㆍ분석하여 정리해 보았다. 본 연구는 1900 년대 이후 전자상거래 산업에 있어 시장형성을 주도해온 기술발전과 서비스를 기반으로협의적인 정의를 통해 이들의 변천 과정과 기술, 특징을 시대별 산업 환경과 연관 지어분석하는 데 중점을 두었기 때문에 탐색적(exploratory article) 연구기법을 적용하였다. 본 연구는 전자상거래 산업의 변천 과정이 웹에 대한 지속적인 연구 개발의 성공과 전자상거래 발전과 직결된다고 본다. 전자상거래의 기존 시장은 규격화된 상품에서 다각화로구매 품목이 폭발적으로 증가 되는데 영향을 미친것으로 확인된다. 웹 기술발전에 따른전자상거래 기술발전을 10년 주기로 비교분석 하는 데 연구의 한계가 있었다고 밝힌다. 향후의 연구자들이 본 연구에서 제시한 연구의 한계를 반영해서 3~5년 단위의 세밀한 연구와 전자상거래의 거래 품목의 변화 그리고 국내에서 글로벌 시장으로 변화하는 체계적인 연구가 될 것으로 기대한다.

Exploring the Development of E-commerce for Fresh agricultural Products under the Background of E-commerce Law

Yan-Jiao Wan,Zhi-Chun Yu 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.6

E-commerce of fresh agricultural products has received China’s attention in recent years. The e-commerce law effectively guides and promotes the e-commerce of fresh agricultural products to develop in a healthy and sustainable direction. The "E-commerce Law" ended the cruel development of new e-commerce, clearly regulated e-commerce behavior and protected the rights and interests of consumers, which was a milestone. China’s fresh agricultural products e-commerce started later than e-commerce. It started in 2005 and developed steadily in 2012, and the pressure it faces in 2020 will increase. Relying on China’s unique huge consumer market and government attention and support, big data is expected to increase the growth rate of global fresh agricultural e-commerce. This paper explores the development of e-commerce for fresh agricultural products in the context of e-commerce law. Within the scope of the e-commerce law, the sustainable development of e-commerce for fresh agricultural products requires the realization of small-scale e-commerce and strengthen the cold chain logistics capabilities of fresh agricultural products e-commerce companies, improve production standardization and intensification, provide a basis for large-scale fresh agricultural product e-commerce procurement, effectively reduce the loss of fresh agricultural products circulation, and make fresh agricultural products much fresher.

중국 B2C 온라인쇼핑몰 현황과 발전방안에 관한 연구

박정희(Jung-Hee Park),동혜(Hui Dong),최석범(Seok-Beom Choi) 한국인터넷전자상거래학회 2012 인터넷전자상거래연구 Vol.12 No.3

B2C e-commerce, as one of the initial types of e-commerce in China, is coming into a mature period after developing over the past decade. However, B2C model that has the same target market as C2C model is less than half of C2C model in proportion of e-commerce retail market. According to a survey by China E-commerce Research Center, a certain phenomenon is appeared and concerned to be continued that, accompanied with a rapid expansion in a part of B2C e-commerce companies with large scale, a number of B2C e-commerce companies with relatively small scale are going bankrupt rapidly. Therefore, the proportion of B2C e-commerce market in China is less than B2B e-commerce market and the development of B2C operating companies is polarized. Consequently, the representative examples with various operating forms in B2C e-commerce are analyzed in this paper and the reasons for the operating forms are explored. Appropriate development policies are also proposed to level up China’s B2C e-commerce, reduce the gap between B2C and C2C e-commerce market and promote China’s B2C e-commerce environments.

전자상거래에 따른 ADR 제도에 관한 소고

박종삼(Park Jong-Sam) 한국문화산업학회 2006 문화산업연구 Vol.6 No.2

Like traditional commerce, disputes are bound to arise in the course of conducting an e-commerce transaction. This paper discusses about the e-commerce and the various types of e-commerce disputes. Through empirical examination on the dispute consideration system and by comparative analysis it is derived out of the weakness of current system and finally some suggestions for improvement. Considering internet related business spread out worldwide, the dispute is incurred in variety areas. To resolve the dispute of e-commerce, government has been released several laws for protecting legal transaction, information exposure, and internet security, etc. However, internet related technology is changing rapidly and dispute issues are coming out at many different models. Upon that environments, law and rules could not be followed to meet the technology change. That issues are made for this study. First, the role of Korea Institute for Electronic Commerce established for the purpose of consideration of e-commerce disputes is much emphasized. For successful achievement, it is necessarily required to reinforce the related laws, systems, institutions and human resources. Second, it is also suggested that the Korean Commercial Arbitration Board and Consumer Protection Board of Korea fully cover consideration and arbitration, while Korea Institute for Electronic Commerce activates its proper role of consulting and ad hoc arbitration by using electronic information. E-commerce sets up the probability that its merchants and customers will not exist in the same legal jurisdictions. The confusing application of laws and wide geographical dispersion of these parties will necessitate a faster and cheaper dispute resolution methodology. Therefore, online ADR may be effective for e-commerce dispute resolution. The examples of online ADR operation are the cyber mediation of Electronic Transaction Dispute Resolution Committee, the cyber mediation of Korean Commercial Arbitration Board, the cyber mediation of Click N Settle, the online ADR of BBB online, and the cyber arbitration of virtual Magistrate. The paper points out the last one as the most desired practice. This study results are how to minimize the disputes and the method of dispute settlement. Therefore, a role of arbitration proposed and emphasized. To protect the dispute in advance, it's suggested to revise rules timely following on technical changes, and emphasized that the dispute has to lead to arbitration settlement not for consuming unnecessary time and finance for enterprises and consumers. Like traditional commerce, disputes are bound to arise in the course of conducting an e-commerce transaction. This paper discusses about the e-commerce and the various types of e-commerce disputes. Through empirical examination on the dispute consideration system and by comparative analysis it is derived out of the weakness of current system and finally some suggestions for improvement. Considering internet related business spread out worldwide, the dispute is incurred in variety areas. To resolve the dispute of e-commerce, government has been released several laws for protecting legal transaction, information exposure, and internet security, etc. However, internet related technology is changing rapidly and dispute issues are coming out at many different models. Upon that environments, law and rules could not be followed to meet the technology change. That issues are made for this study. First, the role of Korea Institute for Electronic Commerce established for the purpose of consideration of e-commerce disputes is much emphasized. For successful achievement, it is necessarily required to reinforce the related laws, systems, institutions and human resources. Second, it is also suggested that the Korean Commercial Arbitration Board and Consumer Protection Board of Korea fully cover consideration and arbitration, while Korea Institute for Electronic Commerce activates its proper role of consulting and ad hoc arbitration by using electronic information. E-commerce sets up the probability that its merchants and customers will not exist in the same legal jurisdictions. The confusing application of laws and wide geographical dispersion of these parties will necessitate a faster and cheaper dispute resolution methodology. Therefore, online ADR may be effective for e-commerce dispute resolution. The examples of online ADR operation are the cyber mediation of Electronic Transaction Dispute Resolution Committee, the cyber mediation of Korean Commercial Arbitration Board, the cyber mediation of Click N Settle, the online ADR of BBB online, and the cyber arbitration of virtual Magistrate. The paper points out the last one as the most desired practice. This study results are how to minimize the disputes and the method of dispute settlement. Therefore, a role of arbitration proposed and emphasized. To protect the dispute in advance, it's suggested to revise rules timely following on technical changes, and emphasized that the dispute has to lead to arbitration settlement not for consuming unnecessary time and finance for enterprises and consumers.