제품유형에 따른 소비자의 구매위험지각이 정보탐색수준에 미치는 영향 - 지식수준의 조절역할을 중심으로 = The Effect of the Consumer"s Perceived Risk on the Level of Information Search

국문 초록 (Abstract)

  최근 인터넷을 통한 제품구매가 점차 다양화되고 있음에도 불구하고 전통적인 오프라인과 비교해 상대적으로 인터넷을 통한 정보탐색과 구매 선호도가 높은 제품유형에 관한 체계적인 이해는 아직 미흡한 실정이다. 본 연구는 제품구매 시 제품에 대한 소비자의 위험지각이 온라인, 오프라인, 온-오프라인으로 구분되는 정보탐색유형을 통한 탐색행동에 미치는 영향에 관해 살펴보았다. 특히, 제품유형을 탐색-경험-신뢰재로 구분하여 제품에 대한 위험지각과 정보탐색 사이의 관계가 제품에 대한 지식수준에 따라 어떻게 달라지는지를 실증분석을 통해 밝히고자 하였다.<BR>  분석결과, 지식수준이 낮은 경우에는 경험재와 신뢰재에서 위험지각이 높아질수록 온라인-오프라인을 통해 많은 정보를 탐색하는 것으로 나타났으며, 지식수준이 높은 경우에는 탐색재에서 위험지각이 높을수록 온라인을 통해 많은 정보를 탐색하는 것으로 나타났다. 본 연구결과는 제품관련 업체는 물론 온라인 및 오프라인 유통업체들에게 유용한 정보를 제공할 수 있을 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

  Despite the popularity of e-commerce, the understanding of preferred product types for information searches and purchase on the internet are not sufficient. This paper studies the effect of risk perception on information search behavior through online only, offline only, and on-offline together. Specially, this study classifies product types into search goods, experience goods, and credence goods. The study attempts to determine how the relationship between the perceived risk and the information search is influenced by the product knowledge level.<BR>  The results show that the higher the risk perceptions about experience goods and credence goods, the more the consumer searches information through online and offline together when the consumer"s knowledge level is low. When the consumer"s knowledge level is high, however, the higher the risk perception regarding search goods, the more the consumer searches information through online only.

목차 (Table of Contents)

• 〈요약〉
  Ⅰ. 연구배경 및 목적
  Ⅱ. 이론적 배경 및 가설
  Ⅲ. 실증분석
  Ⅳ. 분석결과
  Ⅴ. 논의
  Ⅵ. 결론
  참고문헌
  〈Abstract〉
  

참고문헌 (Reference)

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