제품관여도가 요구 신뢰수준 및 온라인 상인의 선택에 미치는 영향The Effects of Product Involvement on Required Trust Level and the Online Merchant Choice
- Authors
- 이정민; 조휘형; 서용원; 홍일유
- Issue Date
- Aug-2011
- Publisher
- 한국경영정보학회
- Keywords
- 온라인 쇼핑몰; 이마켓플레이스; 오픈마켓; 요구 신뢰수준; 인지된 위험; 온라인 상인; Online Shopping Mall; E-marketplace; Required Trust Level; Perceived Risk; Online Merchant
- Citation
- Information Systems Review, v.13, no.2, pp 17 - 41
- Pages
- 25
- Journal Title
- Information Systems Review
- Volume
- 13
- Number
- 2
- Start Page
- 17
- End Page
- 41
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/33685
- ISSN
- 1229-5078
- Abstract
- A review of the related literature indicates that consumers’ risk perceptions are largely affected by product involvement. This study investigates the impact of product involvement on required trust level and the online merchant choice. We developed a conceptual model that depicts the nomological relationships among product involvement, required trust level, and the online merchant choice, and formulated three hypotheses based on the conceptual model. An empirical study designed to accomplish the research objectives has been conducted using a questionnaire survey with 230 students in a university in Korea. The findings indicated that high-involvement products have higher trust level as required by consumers than low-involvement products, that consumers buying high-involvement products prefer digital storefronts, and that consumers buying low-involvement products prefer B2C e-marketplaces. The paper offers implications for academics as well as practitioners, based on the research results.
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Collections - College of Business & Economics > School of Business Administration > 1. Journal Articles
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