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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국무역상무학회 무역상무연구 무역상무연구 제43권
발행연도
2009.8
수록면
423 - 453 (31page)

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Import Agency Service Mall, which provide customers not only withconvenient shopping experiences but also with purchasing, warehousing,shipping, and customs clearance services, have been playing a significantrole in rapidly transforming Korean consumers into global consumers. Theconsumers' great demand for foreign goods(services) created Import AgencyService Mall(referred to hereafter as IASM) as a new business model ofdistribution and consumption, which seems to grow rapidly.Accordingly, this study examined the e-Trust by analyzing thecharacteristics of IASM, determinants of trust, risk perception and itsassociation with e-Trust in IASM, and finally applying the result togeneral internet shopping mall(referred to hereafter as GISM).The following results came out from the analysis:First, from the result of checking these two types of internet shoppingmall consumers have different determinants of trust. Second, from thequestion if two types perceive different risk, purchasing the foreign goods,it came out that they showed critical difference in variable relevant togoods delivery and customer service. IASM perceived risk from those twovariables more than GISM Third, from the review of the relationshipsbetween determinants of trust and risk perception variables,IASM showed interrelation among all the variables except between customer service andperceived risk. Fourth, the researcher examined how the risk perceived inthe course of purchasing goods has an effect on consumers e-Trust.In case of IASM, risk perception relevant to customer service had an effecton consumer e-Trust. To the contrary, incase of GISM, risk perceptiondidn't have any effect on e-Trust. Finally, from the review of interrelationbetween determinants of trust and consumer e-Trust, it came out thatfor IASM capability had an effect on consumer e-Trust and for GISMconsumer service had an effect on consumer e-Trust.

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