전자상거래에서 지각된 위험과 위험감소행동에 관한 연구 = A Study on the Perceived Risk and Risk Reduction Behavior in Electronic Commerce

다국어 초록 (Multilingual Abstract)

In the electronic commerce, most consumers will have the mind that they look for the information of products and services and estimate alternatives investigated and choose right product, which they're likely to purchase in common commercial market. But In the E-commerce, consumer can not see the real products. And consumers have to be waited for a long time of delivery and the increase of many crime and fraud through the software makes the Anti-trust of E-commerce with credit and security problem included the extraction of personal information related to the privacy policy.
This study examines the causes of delaying purchase decision related to the perceived risks of product, risk reduction behavior and consumer characteristics in electronic commerces.
First, in order to investigate the differences of the perceived risk between heavy purchase group and unpurchase group, the three kinds of the perceived risk were examined.
Second, risk reduction behavior related to a specific financial risk, social risk, and psychological risk were surveyed to research different characteristics between product and service.
Finally, the relation between three kinds of the perceived risk and risk reduction behavior was analyzed.
A survey was conducted to collect data with the questionnaires. 136 questionnaires were used for the analysis
The results of study show that ;
A man who have ever visited E-commerce site and internet shopping mall reduced the perceived risk more than usuals. In many types of risk reduction behavior, pre-purchase deliberation is The most useful for risk reduction behavior, word-of-mouth, brand loyalty and so on.