온라인 쇼핑몰의 사용자 특성과 정보프라이버시가 구매의도에 미치는 영향에 대한 연구 (A Study on the Influence of User Characteristics and Information Privacy of Online Shopping Malls on Purchase Intention)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 20권 / 6호 / 55 ~ 74페이지
· 저자명 : 양재민, 현병환

초록

Buying clothing from Internet shopping malls is a very natural routine, and transactions have exploded recently. However, research on the existing integrated technology acceptance model and privacy concerns have been conducted on all online shopping malls, but there is a lack of research on online shopping malls that sell clothing products. In particular, since clothing products require more information, such as physical information, in addition to basic information, research on concerns about information privacy is needed for clothing products. The purpose of this study is to find out how privacy concerns affect purchasing intentions, and to derive implications by applying an integrated technology acceptance model to test the direct impact of Internet shopping mall characteristics and user characteristics on purchasing intentions, as well as the mediating effects and causality of information privacy concerns and perceived usefulness. Based on the theoretical study, the research model was set and the data of 500 people collected in the survey were analyzed using stata 13.0 and AMOS 18.0. As a result of empirical analysis, the impact on purchasing intention was influenced by product quality, self-efficacy, and individual innovation among independent variables. In addition, there were no mediated effects on perceived information privacy concerns, and perceived usefulness was shown to have mediated effects.
Studies have shown that innovative shopping contents or processes are needed, efforts should be made to recognize that they are not vulnerable to privacy along with the development of functions and performance, and that database construction and technology development should be carried out to improve product quality. However, this study requires in-depth research by matching the ratio of general characteristics such as gender and age, considering various types of shopping malls, and supplementing survey questions. In addition, the hypothesis of information privacy concerns needs to be studied in depth in the future to follow up on what variables may have resulted from.

영어초록

Buying clothing from Internet shopping malls is a very natural routine, and transactions have exploded recently. However, research on the existing integrated technology acceptance model and privacy concerns have been conducted on all online shopping malls, but there is a lack of research on online shopping malls that sell clothing products. In particular, since clothing products require more information, such as physical information, in addition to basic information, research on concerns about information privacy is needed for clothing products. The purpose of this study is to find out how privacy concerns affect purchasing intentions, and to derive implications by applying an integrated technology acceptance model to test the direct impact of Internet shopping mall characteristics and user characteristics on purchasing intentions, as well as the mediating effects and causality of information privacy concerns and perceived usefulness. Based on the theoretical study, the research model was set and the data of 500 people collected in the survey were analyzed using stata 13.0 and AMOS 18.0. As a result of empirical analysis, the impact on purchasing intention was influenced by product quality, self-efficacy, and individual innovation among independent variables. In addition, there were no mediated effects on perceived information privacy concerns, and perceived usefulness was shown to have mediated effects.
Studies have shown that innovative shopping contents or processes are needed, efforts should be made to recognize that they are not vulnerable to privacy along with the development of functions and performance, and that database construction and technology development should be carried out to improve product quality. However, this study requires in-depth research by matching the ratio of general characteristics such as gender and age, considering various types of shopping malls, and supplementing survey questions. In addition, the hypothesis of information privacy concerns needs to be studied in depth in the future to follow up on what variables may have resulted from.

참고자료

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