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

강영신; 안병태

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.

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REFERENCES (32)
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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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