해외인터넷쇼핑몰이용 소비자의 위험지각이 정보탐색에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine risk perception and information search of international internet shopping mall consumers by comparing with domestic internet shopping mall consumers, and relation between risk perception and information search. This study employed questionnaire survey, and collected data was analyzed using correlation analysis and t-test. The main results are as follows.
First, international internet shopping mall consumers had higher risk perception on ‘delivery’, ‘exchange/refund’ and ‘payment system’. On the other hand, it showed risk perception on ‘un-experience’ had low. Second, international internet shopping mall consumers needed more ‘information search time’, and ‘purchase decision making time’ in information search, while the number of ‘information search site’ to visit was less. Third, international internet shopping mall consumers had positive correlation between risk perception of ‘exchange/refund’, ‘un-experience’, and ‘product information,’ and ‘purchase decision making time.’ Domestic internet shopping mall consumers had positive correlation between risk perception of ‘delivery’, ‘exchange/refund’ and ‘un-experience’ and ‘the number of search site’. And there was positive correlation between risk perception of ‘un-experience’ and ‘product information’ and ‘purchase decision making time’. There was positive correlation between ‘exchange/refund’ and ‘payment system’ and ‘number of comparison products.’ Fourth, among international internet shopping mall consumers, a group with high risk perception used more ‘purchase decision making time.’ Among domestic internet shopping mall consumers, a group with higher risk perception had more ‘number of search sit,’ ‘information search time’, ‘purchase decision making time’, and ‘number of comparison products’.