인터넷 쇼핑몰 이용자의 성별에 따른 구매 이전의 지각된 위험과 구매의도에 관한 연구

다국어 초록 (Multilingual Abstract)

The aims of this study are to determine if the perceived risk of e-commerce affect the Internet shopping mall users' decision to pre-purchase an item via e-commerce, to find out if there are differences among the induced perceived risk according to gender, and to verify if the perceived risk according to gender have a correlation to a person's decision to pre-purchase an item via e-commerce. It can thus be concluded that the pre-perceived risk of e-commerce affect the Internet shopping mall users' purchase intention. Different results were obtained, though, according to gender. Moreover, the perceived risk of e-commerce based on gender and the purchase intention of the Internet shopping mall users were shown not to have a correlation. This means that although slightly different study results were presented, e-commerce purchasers can use these results to recognize the risk of e-commerce.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 이론적 고찰
• 1. 지각된 위험에 관한 연구
• 2. 구매의도에 관한 연구
• 3. 성별차이에 관한 연구
• Ⅲ. 연구모형 및 가설
• 1. 연구모형 및 가설설정
• 2. 변수의 조작적 정의
• Ⅳ. 분석 및 가설검증
• 1. 자료수집 및 표본특성
• 2. 측정도구의 신뢰도 및 타당도 분석
• 3. 가설검증
• Ⅴ. 결론 및 향후 과제
• 참고문헌
• Abstract