확장된 기술수용모형(ETAM)을 이용한 인터넷 쇼핑몰 패션상품 구매행동 연구 - 지각된 가치와 위험 및 신뢰의 영향을 중심으로 (A Study of the Purchase Behavior of Fashion Merchandise for the Internet Shopping-mall Using Extended Technology Acceptance Model(ETAM) - In Case of Perceived Value, Risk and Trust in Internet Shoppin)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 10권 / 3호 / 27 ~ 49페이지
· 저자명 : 나윤규

초록

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study contributes to the effect on shopping behavior of internet consumer applying technology acceptance model(TAM) in the internet fashion merchandise shopping environment. The areas of study interest are, the perceived value, risk, trust, usefulness, Shopping-mall attitude, and purchase intention. Based on the results of the above-mentioned path analysis, the following were the results of the inspection of the hypothesis. First, the hedonic and utilitarian value had a notable effect on Shopping-mall trust. Second, the exchange/return/delivery and social/psychological risk had a notable effect on the Shopping-mall trust, but the merchandise relation risk did not have a notable effect on the Shopping-mall trust, and the exchange/return/delivery and social/psychological risk had a notable effect on the perceived usefulness. but the merchandise relation risk did not have a notable effect on the Shopping-mall trust. also, the social/psychological and merchandise relation risk had a notable effect on the perceived ease of use. but the exchange/return/delivery risk did not have a notable effect on the perceived ease of use. Third, the perceived usefulness had a notable effect on the Shopping-mall trust. Fourth, the perceived ease of use had a notable effect on the perceived usefulness in the integrated model, Fifth, the Shopping-mall trust had a notably positive effect on the Shopping-mall attitude toward using in models.

영어초록

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study contributes to the effect on shopping behavior of internet consumer applying technology acceptance model(TAM) in the internet fashion merchandise shopping environment. The areas of study interest are, the perceived value, risk, trust, usefulness, Shopping-mall attitude, and purchase intention. Based on the results of the above-mentioned path analysis, the following were the results of the inspection of the hypothesis. First, the hedonic and utilitarian value had a notable effect on Shopping-mall trust. Second, the exchange/return/delivery and social/psychological risk had a notable effect on the Shopping-mall trust, but the merchandise relation risk did not have a notable effect on the Shopping-mall trust, and the exchange/return/delivery and social/psychological risk had a notable effect on the perceived usefulness. but the merchandise relation risk did not have a notable effect on the Shopping-mall trust. also, the social/psychological and merchandise relation risk had a notable effect on the perceived ease of use. but the exchange/return/delivery risk did not have a notable effect on the perceived ease of use. Third, the perceived usefulness had a notable effect on the Shopping-mall trust. Fourth, the perceived ease of use had a notable effect on the perceived usefulness in the integrated model, Fifth, the Shopping-mall trust had a notably positive effect on the Shopping-mall attitude toward using in models.

참고자료

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