대행 인터넷 쇼핑몰에서 위험지각과 정보탐색이 소비자 만족에 미치는 영향

Abstract

Contemporary consumers interested in fashion develop global tastes regarding consumption and senses on how much certain products cost in the global market place. Demand for foreign brands and products produced a new type of e-tailor called surrogate Internet shopping malls. Due to the unfamiliarity of such retailers, consumers may perceive different types of risks and may show different styles of seeking informations. The research interest of this study was to investigate the differences of risk perception and information search between surrogate e-mall shoppers and general e-mall shoppers. In addition, we examined the influence of these two variables on consumer satisfaction. A survey questionnaire was developed. Measures of three types of e-shopping risks (delivery, transaction, service), information search and satisfaction were included. Data from surrogate e-mall consumers and general e-mall consumers were statistically analyzed. Surrogate e-mall shoppers showed a higher level of product delivery risk and customer service risk than general e-mall shoppers. They also spend more time in seeking information before making purchases. Regression analysis showed that perceived risk had significant influence on information search and consumer satisfaction for surrogate e-mall shoppers, whereas for general e-mall shoppers, no significant influence was detected. The findings should assist marketers and academics in their understanding of the surrogate e-shopping malls.