통신판매 구매자들의 정보탐색에 관한 연구

목차

Ⅰ. 서 론
Ⅱ. 이론적 고찰
2.1 통신판매
2.2 정보탐색
2.3 선행연구
Ⅲ. 연구모형 및 가설설정
3.1 연구모형
3.2 가설설정
Ⅳ. 실증분석
4.1 자료수집
4.2 신뢰성과 타당성
4.3 가설검증
Ⅴ. 결 론
참고문헌
Abstract


*한글97

본문내용

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A Study on the information search of catalog-shopping shoppers
Park, Sung-Gyu*ㆍKim, Song-Byung**
The purpose of this study is that how perceived risk from knowledge, innovative, shopping experience and shopping orientation of shoppers can affect to information search.
Result of study from regression analysis was shown that time-orientation, knowledge and innovative have a negative effect on perceived risk, but recreational orientation has a positive effect on perceived risk. Because of relationship between shopping experience and perceived risk is insignificant, hypotheses 4 was rejected.
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Result was shown that perceived risk have a positive effect on information search. In other words, shoppers feel the risk more and more, they collect not only goods, price, information of company but also another external sources - it means that they talk with advertisement, friend, neighbor. According to results of mediated regression of perceived risk which was analyzed additionally, it was shown that perceived risk in terms of knowledge, innovative, shopping experiences and recreational enjoyment of shopping orientation was not represented the mediating effects, time orientation represented full mediation.
Key Words : information risk
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* Lecturer of Yeungnam National University
** Daekyung University Professor

키워드

통신판매,   정보탐색