인터넷 쇼핑몰 이용에 따른 소비자의 위험지각과 브랜드와 가격의 상대적 중요성 = The Effects of Risk Perception on the Relative Role of Brand and Price in Internet Shopping Mall

다국어 초록 (Multilingual Abstract)

Along with the growth of internet shopping mall, there have been two conflicting arguments about the importance of brand: brand power will versus will not be more important in the internet shopping mall. The present study suggests two types of perceived risk consumers may experience with internet shopping mall - product risk and transaction risk and investigates their impacts on the relative role of brand and price and consumer purchase intention. In addition, we also examine what factors influence the two types of risk perception. The results show that the stability of an internet shopping mall leads to its reputation, which subsequently decreases consumers perception of both product and transaction risk. Consumers risk perception then has a significant impact on their purchase intention. Consumers perception of product risk is also moderated by the type of product category. More important finding is that the product and transaction risk have both significant but differential positive effects on the importance of brand versus price in the internet shopping mall.