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Journal of the Korean Home Economics Association 2004;42(9):195-212.
인터넷 쇼핑몰에서의 소비자의 위험지각과 정보탐색에 관한 연구
Consumer′s Perceived Risk and Information Search in Internet Shopping
Yoonkyung Yuh, Shin, Min-Kyung, Joung, Soon-Hee
Dept. of Consumer Science & Human Developement, Ewha Womans University
ABSTRACT
The purpose of this study was to analyze consumers' perceived risk and information search behaviors in internet shopping. For this purpose, survey was conducted on 302 consumers in their 20s and 30s who had internet shopping experience. This study found that consumers' perceived risk was significantly related to their gender, educational level, income, credit card use, period of internet un, number of internet shopping experiences, and purchased product. Consumers' search behaviors were also significantly affected by gender, age, educational level, income, period of internet use, and purchased product. In addition, a higher level of consumers' perceived risk was significantly related to the amount of information search on product attributes themselves rather than on general information search such as the number of sites or the number of brands.
Keywords: 위험지각, perceived risk, 정보탐색 행동, information search behavior, 인터넷 쇼핑, internet shopping, 상품속성, product attributes
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