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중국 20대 소비자들의 인터넷 쇼핑 위험지각이 구전(e-WOM)에 미치는 영향
The Effects of Risk Perception on e-WOM in Internet Shopping of Chinese Consumers in Their 20s 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.5, 2014년, pp.690 - 704  

서초 (배재대학교 의류패션학과) ,  박혜선 (배재대학교 의류패션학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

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 anal...

주제어

#위험지각   #구전수용   #구전전달   #중국 소비자   #인터넷 쇼핑  

질의응답

핵심어 질문 논문에서 추출한 답변
2012년 12월 말 기준 중국의 온라인 쇼핑이용자는? 2012년 12월 말 기준 중국의 온라인 쇼핑이용자는 2억 4,200만 명으로 전체 인터넷 사용자의 42.9%를 차지한다. 2012년 중국의 온라인 쇼핑이용자가 가장 많이 구매한 제품은 의류와 신발, 모자로 온라인 쇼핑이용자의 81.
중국의 온라인 소비자들은 자신이 지각하는 이러한 위험을 줄이고 구매에 대한 확신을 갖기 위해 후기와 관련하여 어떠한 행동을 보이는가? , 2001). 또한 소비자들은 인터넷 쇼핑을 통해 구매한 상품에 대하여 좋은 경험이나 실망한 경험을 하게 되면 그 상품에 대한 정보를 해당 쇼핑몰이나 자신의 블로그 등에 올려 다른 소비자들에게 전파하는데 적극적으로 나서고 있다(Lee & Shim, 2007). 중국 온라인 소비자의 80.
인터넷 쇼핑을 하는 소비자가 불안감이 큰 이유는? 인터넷 쇼핑은 소비자의 구매과정에서 상품의 실물을 직접 보지 않고 해당 쇼핑사이트에서 제공되는 정보에 전적으로 의존하여 구매가 이루어지기 때문에 소비자들이 느끼는 상품구매에 대한 불안감이 상대적으로 더 크게 나타나고 있다(Kim, 2011). 특히, 의류제품은 색상이나 소재의 정확한 파악이 어렵고 사이즈 체계가 회사에 따라 차이가 있으며, 맞음새를 파악하기가 어려워 다른 제품에 비해 위험지각의 수준이 높다.
질의응답 정보가 도움이 되었나요?

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