지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.21 No.3
- 발행연도
- 2014.9
- 수록면
- 135 - 156 (22page)
이용수
초록· 키워드
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The Online business model for purchasing agent service is getting more popular. However, consumers perceive more risk when buying products from foreign online purchasing agents (FOPA) than from common online sellers (COS). This study focuses on finding out how consumers manage risk when they perceive risk and what different risk-reliever strategies they use when buying from high-risk FOPA and low-risk COS. This study has proved the following two. First, when consumers perceive risk at online purchasing, they tend to select risk-reliever strategies, such as the use of communication media, online assurance mark, seller’s record, and secure payment to mitigate risk. With the application of those risk-reliever strategies, they built trust with the seller. Second, risk-perception of FOPA influences usage of communication media and check of online assurance mark more strongly than that of COS. On the contrary, risk-perception of COS influences the check of seller record more strongly than that of FOPA. This study helps to explain why FOPA is proliferating, despite its inherent high risk due to the fact that buyers and sellers are separated in time and space and that buyers and sellers have different social and cultural backgrounds. This study also helps managers of E-commerce to relieve consumer’s risk-perception and to build trust.
목차
Abstract
1. Introduction
2. Literature Review
3. Research Model and Hypotheses
4. Research methodology
5. Conclusion
References
참고문헌 (62)
참고문헌 신청
1. [학술지(정기간행물)] - Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50 (2) : 179 ~ 211
2. [학술지(정기간행물)] - Anderson, J. C. / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnerships / Journal of Marketing 54 (1) : 42 ~ 58
3. [학술지(정기간행물)] - Ba, S. / 2002 / Evidence of the effect of trust building technology in electronic markets : Price premiums and buyer behavior / Management Information Systems Quarterly 26 (3) : 243 ~ 268
4. [학술지(정기간행물)] - Bhattacherjee, A. / 2006 / Influence Strategies for Information Technology Usage：An Elaboration-Likelihood Model / MIS Quarterly 30 (4) : 805 ~ 825
5. [학술지(정기간행물)] - Cases, A. S. / 2002 / Perceived risk and risk reduction strategies in Internet shopping / The International Review of Retail, Distribution and Consumer Research 12 (4) : 375 ~ 394
2. [학술지(정기간행물)] - Anderson, J. C. / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnerships / Journal of Marketing 54 (1) : 42 ~ 58
3. [학술지(정기간행물)] - Ba, S. / 2002 / Evidence of the effect of trust building technology in electronic markets : Price premiums and buyer behavior / Management Information Systems Quarterly 26 (3) : 243 ~ 268
4. [학술지(정기간행물)] - Bhattacherjee, A. / 2006 / Influence Strategies for Information Technology Usage：An Elaboration-Likelihood Model / MIS Quarterly 30 (4) : 805 ~ 825
5. [학술지(정기간행물)] - Cases, A. S. / 2002 / Perceived risk and risk reduction strategies in Internet shopping / The International Review of Retail, Distribution and Consumer Research 12 (4) : 375 ~ 394
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UCI(KEPA) : I410-ECN-0101-2015-005-002644875