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NTIS 바로가기한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.19 no.11, 2018년, pp.701 - 710
심태용 (경기대학교 e-비즈니스학과) , 윤성준 (경기대학교 경영학과)
This study aims to verify the mediating effect of perceived risk of internet shopping mall users' innovativeness on product purchase intention. Research subjects included consumers with prior experience of using internet shopping malls, and 405 respondents were used for final analysis. The major fin...
핵심어 | 질문 | 논문에서 추출한 답변 |
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인터넷 쇼핑몰의 장점과 단점은 무엇인가? | 하지만 인터넷 쇼핑몰에서 제품을 구매하는 것은 오프라인 쇼핑과는 다른 환경적 특성을 가지고 있고, 구매·배달 과정에서 나타나는 시간차, 거래방식 등에서 위험요소가 발생할 수 있지만, 구매 전 정보탐색 과정을 통해 구매과정에서 발생하는 불안감이나 위험지각을 감소시키고, 소비자 욕구를 더욱 높게 충족시킬 수 있다고 하였다[17]. | |
Rogers가 구분한 소비자 5단계는? | Rogers(2010)는 소비자를 5단계를 구분하였다. 신제품을 받아들이는 수용 속도에 따라 혁신자(Innovator), 선각수용자(Early Adopters), 조기다수자(Early Majority), 후기다수자(Late Majority), 지각수용자(Laggard)로 나누었다[25]. 이는 소비자들을 혁신을 수용하는 시간에 따라 분류 하는 것은 초기 수용자가 후기 수요자보다 지각된 위험을 낮게 인식한다고 본 것이다. | |
지각위험이란 무엇인가? | 이러한 위험은 소비자가 제품을 구매하는 상황에서 주관적으로 인지하는 위험, 즉 지각위험(perceived risk)을 의미한다. 지각위험은 소비자가 제품선택 및 구매하는 상황에서 구매지연이나 포기시키는 부정적인 효용으로 경제적 기대 손실, 제품에 대한 불확실성과 같은 심리적 불안감을 의미한다.[4]. |
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