제품유형에 따른 고객의 온라인 쇼핑몰 수용 정도에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

Most previous electronic commerce studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. and so previous studies have limited the generalization. The purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson et al.(1997). A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. As a result of analysis, personal innovativeness of information technology, perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product or service types.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 선행연구 고찰
• 1. 고객의 온라인 쇼핑 수용의도 결정요소
• 2. 온라인 제품과 서비스
• Ⅲ. 연구모형 및 가설 설정
• 1. 정보기술 수용에 대한 개인적 혁신성
• 2. 인터넷 자기 효능감
• 3. 지각된 웹 보안
• 4. 프라이버시 염려
• 5. 제품 관여도
• 6. 제품과 서비스 유형
• 7. 설문지의 구성
• 8. 대상 제품 및 서비스의 선정
• Ⅳ. 실증분석
• 1. 표본의 특징
• 2. 제품관여도 분석
• 3. 타당성 및 신뢰성 분석
• 4. 제품 및 서비스 구매에 관한 회귀분석
• Ⅳ. 결 론
• 참고문헌
• Abstract

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