두 유형의 의도에 대한 온라인 소비자의 인지된 위험의 영향 : 소셜 네트워크 서비스의 조절효과

초록

There are a number of studies that emphasize the importance of consumer's perceived risk on the Internet, but particularly in the Korean marketing literature, it may be still in its infancy for a better understanding of the relationships between four types of perceived risk and two types of intentions. In this study, firstly, we aim at investigating the direct relationships between perceived risk(financial, performance, psychological and time risk) and intentions(purchase intention and shopping avoidance intention), and secondly, evaluating the moderating role of social network services that have an effect on the relationship between perceived risk and intentions. In so doing, this study conducted a survey to collect research data and 348 online shoppers participated in the survey. The findings show that performance risk, one of four perceived risks, significantly influences purchase intentions. Both financial and time risks have direct effects on shopping avoidance intentions as well. Furthermore, social network services play a moderating role in bridging the relationships among financial risk, performance risk, psychological risk, and purchase intentions, but interestingly, the relationship between performance risk and shopping avoidance intentions is moderated by SNS. Based on our findings, we discuss theoretical and managerial implications, and then, provide limitations and further research directions.

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