구매자가 인지하는 전자상거래 위험 영향요인 연구: 오픈마켓 구매자 관점에서 = Antecedents of Online Buyer’s Perceived Risk: In the Perspective of Open-market

다국어 초록 (Multilingual Abstract)

Online open-markets provide sellers to participate with low cost and offer competitive price to buyers. With these benefits, online open markets are growing fast and getting dominant in domestic online C2C market in Korea. Despite several benefits of the market, buyers of online open-market are tend to be vulnerable to transaction related risks because buyers often have to deal with both market operators and an individual seller. This study focuses on factors affecting buyer’s perceived transaction related risk and formulate the research model with open market credibility, product information quality, product review usefulness, seller review usefulness, negative purchase experience. The proposed model was empirically validated with 255 open-market buyer responses. Data analysis results show negative purchase experience is the most important factors increasing buyer’s perceived risk. Open market credibility plays a role to mitigate the perceived risk.

국문 초록 (Abstract)

오픈마켓은 판매자와 구매자를 직접 연결시켜주는 시장 조성자의 역할을 하며 국내 온라인 쇼핑몰의 대표적인 형태이다. 하지만 시장 운영자와 판매자가 다르기 때문에 판매자의 기회주의적 행동의 위험이 높으며 문제가 발생 할 경우 해결이 일반 쇼핑몰에 비해 상대적으로 쉽지 않다. 본 연구는 오픈마켓 거래에 대한 소비자의 위험인식 영향 요인을 파악하기 위해 오픈마켓 신뢰성과 부정적 구매 경험을 핵심 영향요인으로 구성하고 이를 355명의 설문응답 자료 분석을 통해 연구모형의 타당성을 실증 검증하였다. 구조방정식모형을 이용한 자료 분석 결과 오픈마켓 소비자의 지각된 위험에는 오픈마켓 신뢰성과 과거의 부정적 구매경험이 유의한 영향을 미쳤다. 특히, 구매자의 과거 부정적 구매경험은 구매자의 지각된 위험을 높이지만 오픈 마켓 신뢰성이 높을 경우 지각된 위험을 줄여 주는 것으로 나타났다. 오픈 마켓 신뢰성 향상을 위해서 제품정보품질, 제품리뷰 유용성, 판매자 리뷰가 유의한 영향을 보였다.

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