• 경영과정보연구
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• 제23권
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• pp.135-156
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• 2007

The aims of this study are to determine if the perceived risk of e-commerce affect the Internet shopping mall users' decision to pre-purchase an item via e-commerce, to find out if there are differences among the induced perceived risk according to gender, and to verify if the perceived risk according to gender have a correlation to a person's decision to pre-purchase an item via e-commerce. It can thus be concluded that the pre-perceived risk of e-commerce affect the Internet shopping mall users' purchase intention. Different results were obtained, though, according to gender. Moreover, the perceived risk of e-commerce based on gender and the purchase intention of the Internet shopping mall users were shown not to have a correlation. This means that although slightly different study results were presented, e-commerce purchasers can use these results to recognize the risk of e-commerce.

• 유통과학연구
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• 제22권2호
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• pp.51-61
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• 2024

Purpose: This comprehensive study delves into the intricate relationship between customer engagement, perceived risk, and perceived value within China's burgeoning e-commerce livestreaming sector. It focuses on how different customer engagement types in livestreaming influence their perception of value and risk. Research Design, Data, and Methodology: Adopting a convenience sampling approach, this research scrutinizes data collected from 852 consumers actively involved in e-commerce livestreaming shopping. Participants provided their insights through a meticulously designed questionnaire survey. Structural equation modeling helped examine the interplay between customer engagement, perceived risk, and value. Results: Significant impacts of customer engagement on perceived value and risk were found. Observation-based, conversation-based, and action-based engagements enhance perceived risk, while conversation-based and action-based engagement reduce perceived risk. Interestingly, observation-based engagement did not significantly affect perceived risk. The study also uncovered that perceived risk negatively impacts perceived value. Conclusions: The research offers insights into customer behavior and value creation in e-commerce livestreaming. It underscores how different engagement types affect perceived value and risk, aiding e-commerce platforms and businesses in strategy development to improve customer experience and minimize risks, enhancing perceived value in this dynamic sector. Enhances understanding of customer engagement dynamics in China's e-commerce livestreaming, guiding strategic development.

• The Journal of Asian Finance, Economics and Business
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• 제9권1호
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• pp.273-290
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• 2022

Localization of e-commerce websites is a useful tool for providing the world with business organizations and money-making enterprises. However, studies on e-Commerce website localization within the language domain are still quite limited. Thus, the study aims to investigate the relationship between the Arabic language and a wide range of e-Commerce website intentions, clarifying the indirect effects of the Arabic language on intentions to use e-Commerce websites using perceived risk and trust as mediating variables, and determining whether trust and perceived risk work as mediating variables between the Arabic language and e-Commerce website intentions. Survey data collated from participants totaling up to 264 has been used to test the research framework. The selection of these participants is based on their experiences employing e-Commerce websites. Structural equation modeling (SEM) through partial least square (PLS) software was used for the data analysis. The results show that the Arabic language, trust, and perceived risk play effective roles for e-Commerce websites adoption. More importantly, trust and perceived risk positively mediate the relationship between the Arabic language and intentions to use e-Commerce websites. Implications of the study's findings and suggestions for further research are discussed.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.565-570
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• 2007

With e-commerce becoming international, understanding the effects of national culture in consumer acceptance of e-commerce is required. This study examines consumer e-commerce acceptance in Korea and China. The research model consisting of perceived usefulness, perceived ease of use, trust and perceived risk was proposed, and the hypotheses based on Hofstede's cultural dimensions of power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance and long-term orientation, were established. The results show that perceived usefulness contributes less to consumer acceptance of e-commerce in China than it does in Korea. In addition, perceived ease of use contributes more to consumer acceptance of e-commerce in China. Trust contributes significantly to consumer acceptance of e-commerce in both countries, but perceived risk didn't influence consumer acceptance of e-commerce in either country. The contribution of this study is to provide strategic insights for successfully managing cross-cultural e-commerce.

• 한국컴퓨터정보학회논문지
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• 제12권3호
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• pp.213-223
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• 2007

본 논문은 인터넷 쇼핑몰 이용자의 성별에 따른 구매 전 지각된 위험과 구매의도에 관한 연구이다. 이를 위해서 인터넷 쇼핑몰 사이트에서의 지각된 위험이 구매의도에 영향을 미치는지 알아보고, 도출 되어진 구매 전 지각된 위험이 성별에 따라 차이가 있는지와 함께 성별에 따른 구매 전 지각된 위험과 구매의도의 관계에 영향력이 있는지를 검증하는 것이 본 연구의 목적이다. 분석 결과, 구매 전 지각된 위험은 경제적 위험, 제품성능위험, 사회적 위험, 기술/시간손실 위험 Privacy 위험의 5가지 요인으로 구성되었다. 먼저 구매 전 지각된 위험이 구매의도에 영향을 미치는지 분석 하였고, 구매 전 지각된 위험이 성별에 따라 차이가 있는지를 분석하였다. 마지막으로 성별에 따른 구매 전 지각된 위험과 구매 의도의 관계가 달라지는지를 분석하였다. 결국 인터넷 쇼핑몰 사이트의 구매 전 지각된 위험은 구매의도에 영향을 미치고 있고, 성별에 따라서도 구매 전 지각된 위험에 차이가 있다는 결과를 보여주고 있다. 이는 인터넷 쇼핑몰을 이용하여 구매하는 구매자들은 위험이라는 인식을 갖고 이용하고 있음을 의미하고 있다.

• Asia pacific journal of information systems
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• 제19권3호
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• pp.1-23
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• 2009

In information systems, "trust" and "risk" have been explored by a few trust-related research studies before, but as two separate issues. The way in which these studies have been designed, however, does not help clarify the relationship between trust and risk since they are studied as unconnected determinants of trusting behavior in electronic commerce. As such, this research attempts to examine and specify the relationships among the core constructs surrounding the issue of trust such as risk and trusting behavior. The context of Internet banking adoption is used to develop a conceptual model that incorporates the direct effects of trust and perceived risk on trusting behavior as well as the mediation of the relationship between trust and trusting behavior by perceived risk. The findings show that perceived risk mediates the relationship between trust and trusting behavior. Specifically, trust in the Internet as a banking medium significantly influences the adoption of Internet banking both directly and indirectly through perceived risk of Internet banking. Trust that the bank will not take advantage of consumers significantly influences the trusting behavior through perceived risk of Internet banking. This study, thus, extends research on trust in e-commerce by simultaneously examining the influence of trust and perceived risk on e-commerce adoption.

• 한국정보시스템학회지:정보시스템연구
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• 제15권1호
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• pp.215-238
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• 2006

The purpose of this study is to develop the measures of the perceived risks involved in e-commerce. To do this, we first review the literature and examine the sub-constructs of the perceived risks. The risks classified are economic risk, product performance risk, social risk, technology/time loss risk, and privacy risk. Based on these findings, we identify the appropriate items for assessing these various risks. Then, we evaluate, basically using a structural equation model, the important several attributes of the measurs such as various validities and reliability. This study finally provides the rigorously tested measuring instruments of the construct of the perceived risks.

• 한국IT서비스학회지
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• 제12권3호
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• pp.73-93
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• 2013

This paper is a research on perceived risk of social commerce which has influence on purchase intention. This study uses a 3-dimension concept of perceived risk and then, deals with influencing a purchase intention. In addition, to search other influential variable to purchase intention, this study adds a variable with expected moderating effect. This study proposes several hypothesis and processes an experiment to test and attest these hypothesis. This study attempts to analyze the effect that perceived risk in social commerce has on purchase intention. By the results of data analysis, all dimensions of perceived risk are found to have significant negative effects on purchase intention. In addition, this study proves moderating roles of valence of WOM Information on purchase intention. Additional managerial implications are also discussed.

• 복식문화연구
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• 제20권6호
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• pp.937-941
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• 2012

Based on the literature on customer's repeat purchase intention, customer's repeat purchase intention was explored, customer's repeat purchase intention has been a crucial factor influencing consumer behaviors, In this research, the development of models on repeat purchase intention repurchase was indicated. Based on the electronic commerce platform, we focus on the customer's repeat purchase intention on silk products, This paper mainly explores the e-commerce purchase frequency (EPF), customer perceived value (CPV), perceived risk of e-commerce (EPR), and customer satisfaction (CS). The influence of the four factors on repeat purchase intention (RPI) is investigated. In the results, we found that CPV and CS have positive correlations with repeat purchase intention, The EPR has a negative correlation with RPI and has no significant influence on RPI. The result can provide meaningful suggestions for silk product retailers.

• 벤처창업연구
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• 제11권4호
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• pp.179-189
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• 2016

최근 정보통신기술과 지식정보화 사회의 융합은 정치, 경제, 문화 및 다양한 분야에 영향을 미치고 있다. 메타분석은 여러 실증연구의 정량적인 결과를 통합과 분석을 통해 전체 결과를 조망할 기회를 제공하는 통계적 통합 방법이다. 또한 메타분석은 효과크기라는 개념을 이용하여 변수들 간 상관관계의 방향과 크기를 알 수 있게 해준다. 전자상거래에서 고객의 행동을 결정하는 행위의도는 중요한 종속변수이다. 행위의도를 결정하는 선행변수에는 인지된 가치와 인지된 위험이 대표적으로 사용된다. 전자상거래 연구에서 인지된 가치, 인지된 위험과 행위의도 간의 관계에 관한 연구들을 문헌연구 및 메타분석을 실시하였다. 본 연구는 2000년부터 2016년까지 우리나라 학술지에 게재된 전자상거래 연구 중에서 인지된 가치, 인지된 위험 및 행위의도의 인과관계가 설정된 총 33편의 연구논문을 대상으로 하였다. 메타분석의 결과 인지된 가치와 행위의도 간 경로의 효과크기는 (r = .526)인 것으로 나타나 선행변수인 인지된 가치는 종속변수 행위의도를 약 28% 설명력을 가지는 것으로 나타났다. 또한 인지된 위험과 행위의도 간 경로의 효과크기는 (r = -.220)인 것으로 나타나 선행변수인 인지된 위험은 종속변수 행위의도를 약 5% 부정적 설명력을 가지는 것으로 나타났다. 이러한 분석결과를 바탕으로 이론적 실무적 시사점을 제시하고 선행연구와 비교분석을 통해 차이점을 논의하였다.