목차

Ⅰ. 서 론 ·······························································································1
1. 연구의 목적 ··································································································1
2. 연구의 방법 및 구성 ····················································································4
Ⅱ. 연구 배경 ······················································································5
1. 정보투명성 ···································································································· 5
1) 정보투명성의 개념 ··················································································5
2) 정보투명성 관련 선행연구 ······································································7
2. 인지된 위험 ································································································ 17
1) 인지된 위험의 개념 ··············································································17
2) 인지된 위험의 구성요소 ········································································19
3) 인지된 위험의 선행연구 ········································································20
3. 가치평가 ······································································································ 24
1) 가치평가의 개념 ····················································································24
2) 가치평가의 선행연구 ··············································································25
4. 추가정보조회 ······························································································ 31
5. 지불의도 ······································································································ 36
Ⅲ. 실증연구의 설계 ······································································ 40
1. 연구모형 ······································································································ 40
2. 가설의 설정 ································································································ 41
1) 웹사이트 정보투명성과 가치평가와의 관계 ····································41
2) 웹사이트 가치평가와 추가정보조회, 지불의도 간의 관계 ·············42
3) 인지된 위험의 조절효과 ········································································45
3. 변수의 조작적 정의 및 측정 ····································································47
1) 정보투명성 ······························································································48
2) 인지된 위험 ······························································································49
3) 이용자 가치평가 ······················································································49
4) 추가정보조회 ··························································································50
5) 지불의도 ····································································································51
4. 조사방법 ······································································································ 52
1) 표본설계 및 자료 수집 ········································································52
2) 설문지의 구성 ··························································································52
3) 자료의 분석방법 ······················································································53
Ⅳ. 실증분석 및 결과 ·····································································54
1. 표본의 특성 ··································································································54
2. 측정 도구의 신뢰성과 타당성 분석 ························································57
3. 가설검정 ········································································································64
Ⅴ. 결론 ····························································································75
1. 연구의 요약 ··································································································75
2. 연구의 시사점 ···························································································· 76
1) 이론적 시사점 ························································································76
2) 실무적 시사점 ··························································································77
3. 연구의 한계점 및 향후 연구 방향 ··························································78
참고문헌 ······························································································80
설문지 ································································································104
ABSTRACT ·······················································································109