An Empirical Study on Customers’Purchase Intention in C2C e-Commerce with Digital Devices

• 발행기관: 한국상품학회
• 저자명: 윤현식(Yoon, Hyun Shik)한장희( Han, Jang-Hui)
• 간행물 정보: 『상품학연구』제37권 제1호, 83~93쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.02.28

영문 초록

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.

목차

I. Introduction

II. Conceptual Framework & Research Hypotheses

III. Research Model

IV. Research Method

V. Result

VI. Discussion

VII. Conclusion

키워드

digital device purchase intention e-commerce interaction effect security privacy