오픈마켓에서 상품정보와 판매자정보로 인한 신뢰가 구매의도에 미치는 영향

국문 초록 (Abstract)

최근들어 오픈마켓이 활성화되어 급성장하면서 매출액 기준으로 전체 인터넷쇼핑 시장 중에서 오픈 마켓 시장이 차지하는 비중은 절반을 훨씬 넘어서고 있다. 하지만 아직 오픈마켓은 상품정보에 대한 표시량이 부족하고 개별 판매자들에 대한 정보가 부족함으로 인하여 신뢰성 문제가 발생하고 있으며 이로 인하여 소비자피해가 종종 발생하고 있다. 이에 따라 오픈마켓에서 충분한 상품정보와 판매자정보가 소비자의 구매의도에 어떠한 영향을 미치는가를 분석하여 보았다.분석결과, 판매자정보와 상품정보는 오픈마켓에 대한 신뢰에 영향을 미치며, 상품정보와 고객서비스는 고객만족을 매개로 신뢰에 영향을 미치는 것으로 나타났다. 이렇게 형성된 오픈마켓의 신뢰는 소비자의 구매의도에 영향을 미치는 것으로 나타났다.이러한 연구 결과로부터 도출되는 시사점은 오픈마켓 운영중개자는 개별판매자들이 충분한 정보를 올려놓을 수 있도록 거래규칙을 개선하여 상품정보표시 템플릿을 증가시킬 필요가 있고, 개별 판매자들은 가능한 성실하게 정보를 제공하는 것이 유리하다고 판단된다. 이를 통하여 소비자들은 오픈마켓을 신뢰하게 되며 많은 정보를 확인하고 구매함으로 오픈마켓에서의 소비자피해도 감소되리라 기대된다.

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