A Study on the Perceived Risk and the Pre-Purchase Intention of Shopping Mall Users according to Gender

강영신; 안병태

Journal of The Korea Society of Computer and Information

Abbr : JKSCI
2007, 12(3), pp.213-224
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science

강영신 ¹, 안병태 ²

¹국민대학교
²유한대학

ABSTRACT

The aims of this study are to determine if the perceived risk of ecommerce affect the Internet shopping mall users’decision to pre-purchase an item via ecommerce, to find out if there are differences among the induced perceived risk according to gender, and to verify if the perceived risk according to gender have a correlation to a person’s decision to pre-purchase an item via ecommerce. It was found from the analysis of the collected data that there are five factors of perceived risk of ecommerce: economic risk, the product performance risk, social risk, technology/time loss risk, and privacy risk. First, the collected data were analyzed to determine if the perceived risk of ecommerce affect people’s purchase intentions, and on the matter of whether there are differences among the pre-perceived risk according to gender, As regards the differences among the relationships between the pre-perceived risk of ecommerce and the purchase intention of the Internet shopping mall users based on gender, It can thus be concluded that the pre-perceived risk of ecommerce affect the Internet shopping mall users’purchase intention. Different results were obtained, though, according to gender. This means ecommerce purchasers can use these results to recognize the risk of ecommerce.
KEYWORDS

인터넷 쇼핑몰(Internet shopping mall), 전자 상거래(ecommerce), 지각된 위험(perceived risk), 구매의도(purchase intentions), 성별(gender)
REFERENCES (32)

[book] 강병서 / 2001 / 사회과학 통계분석 / SPSS 아카데미

[journal] 김성언 / 2000 / 전자상거래 기업의 성공을 위한 소비자 구매의도 영향요인 분석 / 경영정보학연구 10(3) : 61~76

[other] 윤경호 / 2004 / e쇼핑몰 주 고객은 30대 여성 네티즌 / 매일경제

[journal] 서문식 / 2004 / A Longitudinal Study of Consumer's Emotion Experienced during Internet Shopping According to gender / 경영학연구 / 한국경영학회 33(3) : 2~2

[journal] 이건창 / 2000 / 가상현실 기법을 적용한 인터넷쇼핑몰과 소비자 구매의도에 관한 연구 / 경영학 연구 29(3) : 377~405

[journal] 이건창 / 2002 / Empirical Study about Relationship between Factors Influencing Korean User's Intention to Use the Internet Banking Service / Asia Pacific Journal of Information Systems / 한국경영정보학회 12(3) : 191~212

[journal] 이동만 / 2002 / A Study on Gender Differences in the Perception and Use of Internet / Asia Pacific Journal of Information Systems / 한국경영정보학회 12(1) : 103~122

[journal] 이문규 / 2001 / 인터넷 쇼핑에 따른 소비자의 위험 지각에 관한 연구 / 한국마케팅저널 2(4) : 36~53

[journal] 조호현 / 2002 / 온라인 환경에서의 소비자 신뢰-불신 모델 / 인터넷비즈니스 연구 3(1) : 47~76

[book] 채서일 / 1993 / 사회과학 조사방법론, 제2판 / 학연사

[web] 통계청 / 2007 / 2006년 4/4분기 및 연간 전자상거래 통계조사 결과 / www.nso.go.kr

[journal] 황인창 / 2001 / 전자상거래에서 지각된 위험과 위험감소행동에 관한 연구 / 한국정보전략학회지 4(1) : 223~244

[journal] 황철중 / 1999 / 인터넷과 개인정보보호의 패러닥스 / 정보화저널 6(4) : 20~41

[journal] Biaggio, Kay Mary / 1976 / Anxiety correlates of sex-role identity / Journal of Clinical Psycholgy 32 : 619~623

[journal] Broverman, D. M. / 1968 / Roles of activation and inhibition in sex differences in cognitive abilities / Psychological Review 75 : 23~50

[journal] Featherman Mauricio S. / 2003 / Predicting e-services adoption;a perceived risk facets perspective / International Journal of Human-Computer Studies 59 : 451~474

[journal] Fischer, Eileen / 1990 / More than a Labor of love : Gender Roles and Christmas Gift Shopping / Journal of Consumer Research 17 : 333~345

[journal] Forsythe Sandra M. / 2003 / Consumer patronage and risk perceptions in Internet Shopping / Journal of Business Research 56 : 867~875

[journal] Hoffman, Donna L. / 1999 / Building Consumer Trust in Online Environments The Case for Information Privacy / Communications of the ACM 42(4) : 80~85

[journal] Holbrook, M. B. / 1986 / Aims, conceps, and methods for the representation of individual differences in aesthetic responses to design features / Journal of Business Research 13 : 337~347

[confproc] Jacoby, Jacob / 1972 / The Components of Perceived Risk / Proceedings of the 3rd Annual Conference of the Association for Consumer Research / Association for Consumer Research : 382~393

[journal] Jarvenpaa, Sirrka L. / 1996 / Consumer Reactions to Electronic Shopping on the World Wide Web / International Journal of Electronic Commerce 1(2) : 59~88

[journal] Jones Sara / 2000 / Trust requirements in e-business / Communications of the ACM 43(12) : 81~87

[journal] Maheswaran, Durairaj / 1990 / The influence of Message Framing and Issue Involvement / Journal of Marketing Research 27 : 361~367

[journal] Nena Lim / 2003 / Consumers' perceived risk;sources versus consequences / Electronic Commerce Research and Applications 2 : 216~228

[book] Neter, J. / 1990 / Applied Linear Statistical Model / Erwin

[journal] Sharma, S. / 1981 / Identification and Analysis of Moderator Variables / Journal of Marketing Research 18 : 291~300

[journal] Swaminathan Vanitha / 1999 / Browsers or Buyers in Cyberspace? AnInvestigation of FactorsInfluencing Electronic Exchange / Journal of Computer-Mediated Communication 5(2)

[journal] Taylor, J. W. / 1974 / The Role of Risk in consumer Behavior / Journal of Marketing 2(2) : 54~60

[journal] Thompson, S.H. Teo / 2003 / Assessing the consumer decision process in the digital marketplace / The International Journal of Management Science 31 : 349~363

[journal] Truman, G.E. / 1994 / Gender Differences in the Information Systems Managerial Ranks : Am Assessment of Potential Discriminatory Practices / MIS Quarterly 18 : 129~141

[journal] Warrington Traci B. / 1999 / Building Trust to Develop competitive Advantage in E-Business Relationships / JGC 7(1) : 145~154
KCI Citation (14)

KJC Korea
Journal Central

Statistics

Tools