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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.3, 2016년, pp.574 - 589
최예지 (연세대학교 의류환경학과) , 이미아 (서울대학교 생활과학연구소)
This research investigates the characteristics of the mobile social commerce and explores the moderating effects of perceived risk and price sensitivity. This survey targeted consumers in their 20s to 30s who use mobile social commerce applications. We used 261 questionnaires for the final statistic...
핵심어 | 질문 | 논문에서 추출한 답변 |
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위험지각이 높을 때 경제성이 낮아지면 구매의도가 감소할 것으로 예측되는 이유는? | 즉, 위험지각이 낮을 때보다 높을 때, 경제성이 낮아지면 큰 차이로 구매의도가 감소할 것으로 예측된다. 왜냐하면, 높은 위험지각에도 불구하고 소셜커머스가 주는 경제성은 중요한 혜택일 수 있으나, 경제성이 낮아지면 위험지각을 감수하면서까지 구매를 결정할 필요가 없기 때문이다. | |
소셜커머스란? | 소셜커머스는 기존의 e-커머스에 소셜네트워크의 효과가 결합된 새로운 개념으로, 파격적인 할인율과 제한된 인원과 시간을 거래조건으로 하는 비즈니스 모델을 말한다(S. Han et al. | |
지각된 위험은 일반적으로 어떻게 유형화되는가? | 일반적으로 지각된 위험은 성과위험(performance risk), 경제적 위험(economic risk), 심리적 위험(psychological risk) 등으로 유형화되지만(Featherman & Pavlou, 2003), 본 연구에서는 소셜머커스 또는 모바일 커머스에서 가장영향력 있는 위험요인인 성과위험(I. S. |
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