중간상과의 거래특성이 제조업체의 온라인 경로 활용에 미치는 영향

국문 초록 (Abstract)

본 연구는 국내 제조업체의 온라인 경로 활용이 중간상과의 거래특성에 의해 어떠한 영향을 받는가를 실증분석하고 있다. 국내 81개 제조업체를 대상으로 한 서베이 분석결과, 거래특성변수는 온라인과 오프라인에서 취급되는 제품의 범위에 유의적인 영향을 미치지 않는 것으로 나타났다. 경로기능별 활용도에 있어서는 거래특성변수 중 제조업체의 중간상에 대한 의존도와 제조업체가 인식하는 중간상의 기회주의가 제조업체의 온라인 활용도에 영향을 미치는 것으로 나타났다. 대체로 이들 거래특성변수는 배달, 반품환불, A/S와 같이 전통적으로 오프라인 중간상이 수행하는 것이 보다 경제적으로 효율적인 기능에 있어 상대적으로 더 큰 영향을 미치는 것으로 나타났다. 그러나 제품정보제공 기능의 활용도는 거래특성변수와 무관한 것으로 나타났다. 본 연구는 이상의 분석결과를 토대로 제조업체의 온라인 경로 활용과 관련된 이론 및 실제적 시사점을 제시하고 있다.

다국어 초록 (Multilingual Abstract)

This study investigates the effects of relationship characteristics on the adoption of online distribution channels in Korea. A questionnaire survey of 81 domestic manufacturing companies revealed that relationship characteristics have no effects on the range of products sold through online channels. In terms of functional usage, manufactures' dependence and their perceptions of middlemen's opportunism were found to affect the extent of adoption of online channels. Overall, these two variables were significantly related to such functions as delivery, refunding, and A/S that have been traditionally considered efficient when implemented by the middlemen. None of the relationship characteristics was found significantly related to the adoption of online channels as a tool of information provision. The authors discuss the theoretical and practical implications of the findings.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 검토
• Ⅲ. 연구모형
• Ⅳ. 척도 및 자료수집방법
• Ⅴ. 분석 및 토의
• Ⅵ. 결론
• 참고문헌
• Abstract

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