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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The internet has become an important part of the many aspects of people’s daily lives such as work, study, entertainment and in form of electronic commerce, shopping. Electronic commerce is growing rapidly in Kenya. There are many successful business-to-business, business-to-customer and customer-to-customer online shopping companies in Kenya. As a consequence, competition between vendors is intense and, therefore, mitigating the negative effects of high product uncertainty is necessary requirement as it remains a biggest hindrance for success of the online shopping. The purpose of this research is to investigate how online product description, third party product assurance, customer service and website design mitigate the negative impact of high product uncertainty. A questionnaire with 28 items is designed to collect data from online customers. Using multiple regression analysis, the relationship between dependent variable (product uncertainty) and independent variables such as product description, third party assurance, website design and customer service is tested. The result shows that all the independent variables are negatively correlated with dependent variable, which means that product description, third party assurance, website design and customer service can be used by online vendors to lessen the problem of product uncertainty in online markets.
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참고문헌 (25)
참고문헌 신청
Ackerberg, D. A. / 2003 / Advertising, learning, and consumer choice in experience good markets : an empirical examination / International Economic Review 44 (3) : 1007 ~ 10
Ba, S. / 2002 / Evidence of the effect of trust building technology in electronic markets : price premiums and buyer behavior / MIS Quarterly 26 (3) : 243 ~ 268
Ba, S. / 2008 / An exploratory study of the impact of e-service process on online customer satisfaction / Production and Operations Management 17 (1) : 107 ~ 119
Bock, G. / 2012 / The progression of online trust in the multi-channel retailer context and the role of product uncertainty / Decision Support Systems 53 (1) : 97 ~ 107
Communications Authority of Kenya / 2015 / Quarterly sector statistics report
Ba, S. / 2002 / Evidence of the effect of trust building technology in electronic markets : price premiums and buyer behavior / MIS Quarterly 26 (3) : 243 ~ 268
Ba, S. / 2008 / An exploratory study of the impact of e-service process on online customer satisfaction / Production and Operations Management 17 (1) : 107 ~ 119
Bock, G. / 2012 / The progression of online trust in the multi-channel retailer context and the role of product uncertainty / Decision Support Systems 53 (1) : 97 ~ 107
Communications Authority of Kenya / 2015 / Quarterly sector statistics report
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