B2C 전자상거래 사이트의 구매의도 결정요인에 관한 실증적 연구 = An Empirical Study on the Decisive Factors of Buying Behavior in B2C e-Commerce

다국어 초록 (Multilingual Abstract)

This study focused on the trust in the gwang-san district office's internet shopping mall(http://www.gwangsanmart.com). And so, this paper analyzed the relations between the influence factors and the buying behavior which influence on the trust.
This study set up the casual model and hypothesis based on the preceding research and the research findings through a controlled simulation involving 128 college students.
Collected materials were analyzed by SPSS Win program and the model were shown as correct and the following major results were revealed. 1) the factors which significant influenced on the trust was perceived scale. But perceived quality did not significance influence on the trust. 2) trust, consumer attitude and perceived risks all significant influenced the buying behavior.
Findings of this study suggest a realistic as well as substantial approach to understanding the driving force behind trust in internet shopping mall by identifying the antecedents and consequences of trust. Also the study findings can provides the internet marketers with the theoretical as well as practitional foundation upon which to establish effective marketing strategy.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구설계
• Ⅳ. 실증분석
• Ⅴ. 결론 및 토의
• 〈참고문헌〉