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.
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This study examined the risk perception in internet shopping by Chinese and analyzed the effects of risk perception on internet word-of-mouth acceptance and transmission. This analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, cluster analysis, ANOVA, multiple regression analysis, Chi-square test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1) The factor analysis of risk perception extracted four factors: fashion/social psychological risk, product risk, transaction risk, and economic risk. The cluster analysis classified them into: Group with low-risk, Group with high-risk, Group with economic risk, and Group with medium-risk. 2) Group with high-risk and Group with economic risk had a higher word-of-mouth acceptance than other groups. The Group with a high-risk had more word-of-mouth transmission than other groups. 3) It was found that when word-of-mouth was accepted, the factual information about fashion products (size and material) was most referred to, and that the overall evaluation of satisfaction and dissatisfaction was most conveyed when word-of-mouth was conveyed. 4) Internet word-of-mouth acceptance was affected by product risk, economic risk, and transaction risk. Internet word-of-mouth transmission was affected by economic risk, and fashion/social psychological risk, product risk, and transaction risk.
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참고문헌 (49)
참고문헌 신청
안주아 / 2008 / 인터넷 쇼핑몰 브랜드 소비자의 구매경험에 따른 지각된 위험과 정보탐색 및 구매의도에 미치는 영향 / 언론과학연구 8(1):161~194
백승록 / 2005 / 인터넷 상의 소비자 구전활동 동기에 대한 탐색적 연구 / 한국광고홍보학보 7(1):108~144
Beck, U. / 1992 / Risk society: Towards a new modernity / Sage Publication
Bauer, R. A. / 1960 / Dynamic marketing for a changing world / American Marketing Association :389~398
Borgida, E. / 1977 / The differential impact of abstract vs. concrete information on decisions / Journal of Applied Social Psychology 7(3):258~271
백승록 / 2005 / 인터넷 상의 소비자 구전활동 동기에 대한 탐색적 연구 / 한국광고홍보학보 7(1):108~144
Beck, U. / 1992 / Risk society: Towards a new modernity / Sage Publication
Bauer, R. A. / 1960 / Dynamic marketing for a changing world / American Marketing Association :389~398
Borgida, E. / 1977 / The differential impact of abstract vs. concrete information on decisions / Journal of Applied Social Psychology 7(3):258~271
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