인터넷 쇼핑몰 브랜드 소비자의 구매경험에 따른 지각된 위험과 정보탐색 및 구매의도에 미치는 영향 = Perceived Risk of Internet Shopping Mall Brand Consumers According to Purchasing Experience and the Effect of Perceived Risk on Information Search and Purchasing Intention

다국어 초록 (Multilingual Abstract)

Perceived risk is very important psychological variable in internet consumer behavior. The purpose of this study is to investigate the factors of perceived risk in internet shopping and analyze the effect of purchasing experience on perceived risk. And more purpose is to examine the effect of perceived risk on information search and purchasing intention. Empirical data were collected from 669 respondents through the survey. The major findings of the study show 10 factors of perceived risk of internet shopping mall brand consumers: ``quality risk``, ``social risk``, ``shopping mall risk``, ``delivery risk``, ``account risk``, ``ego risk``, ``opportunity-loss risk``, ``impulse buying``, ``time-loss risk``, ``price risk``. The effect of purchasing experience of clothes in internet shopping mall on quality risk, social risk, and shopping mall risk has statistically significant. In another words, respondents that have more purchasing experience of clothes perceived less quality risk, social risk, and shopping mall risk. And respondents that have more purchasing experience of products in internet shopping mall perceived less account risk. Shopping mall risk influence on general information search, consumers that more perceived quality risk, account risk, impulse buying, and price risk, evaluated highly the importance of product information search. But, although they perceive delivery risk, opportunity-loss risk, and impulse buying increased purchasing intention in internet shopping mall.

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