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2019
디지털기기를 활용한 소비자의 구매행위에 있어서 디지털기기의 사용동기에 관한 실증연구
An Empirical Study on Customers’Purchase Intention in C2C e-Commerce with Digital Devices
한국상품학회
윤현식 외 1명
논문정보
- Publisher
- 상품학연구
- Issue Date
- 2019-02-28
- Keywords
- -
- Citation
- -
- Source
- -
- Journal Title
- -
- Volume
- 37
- Number
- 1
- Start Page
- 83
- End Page
- 93
- DOI
- ISSN
- 12266132
Abstract
In recent times, the transactional scale of e-commerce with mobile devices such as smartphones and tablets has grown rapidly. In particular, the customer-to-customer (C2C) e-commerce has become more popular. In C2C e-commerce, customers are likely to face more risk buying fake and poor quality products. However, the main stream of research has focused on business-to-consumer (B2C) e-commerce. In this research, a quantitative model of C2C e-commerce usage was developed, which incorporates two cognitive dimensions, namely, (1) risk dimension, including security concern and privacy concern, and (2) institutional feature dimension, including perceived buyer protection policy and perceived third party recognition. This quantitative model was evaluated using PLS-SEM (Partial Least Squares-Structural Equation Modeling). In addition, this research investigated the interaction effect between factors that can positively or negatively influence customers’ intention to use C2C e-commerce with mobile devices.
- 전남대학교
- KCI
- 상품학연구
저자 정보
| 이름 | 소속 |
|---|---|
| 윤현식 | 경영학부 |