The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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The Defense Strategies against Consumer Unethical Behaviors

소비자의 비윤리적 행동에 대한 방어전략

  • Lee, Un-Kon (Graduate School of Information, Yonsei University) ;
  • Park, Jong Pil (School of Business, Yonsei University) ;
  • Choi, Young Eun (School of Business, Yonsei University) ;
  • Oh, Yonghui (Dep't of Industrial and Management Engineering, Daejin University)
  • 이은곤 (연세대학교 정보대학원) ;
  • 박종필 (연세대학교 경영학과) ;
  • 최영은 (연세대학교 경영학과) ;
  • 오용희 (대진대학교 산업경영공학과)
  • Received : 2012.08.16
  • Accepted : 2012.09.14
  • Published : 2012.11.30
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Abstract

The evolution of the IT facilitated the social actions of the consumers by supporting social communication of the online users. At the same time it help for the consumer to post malicious comments on the Internet or to spread the unproven news for distorting the public opinion in the SNSs. Although the number of the consumer unethical behaviors and the estimated damage of the innocent companies have been increased, a few studies had investigate on this issue. Based on the Literature on the consumer unethical behaviors and the institution based trust, we had developed the defense strategies against the consumer unethical behaviors. This study would introduce the new perspective that the consumer could always not be innocent. Also, the defense strategy developed in this study could contribute to make the guideline for consumer service manual.

소셜 네트워크 서비스(SNS) 등 정보통신 기술의 빠른 진화는 사용자들 간의 소통과 응집을 가능하게 하는 순기능과 허위 사실의 유포나 소수의 여론 독점 등 역기능 요소로써 소비자의 문제행동을 유발시킬 가능성이 있다. 소비자의 문제행동이 점차 증가하고 있으며 이에 따라 많은 사업자들이 피해를 입고 있음에도 불구하고 소비자 문제행동에 관한 선행연구들이 미미하여 체계적인 대응 전략 마련이 어려운 상황이다. 따라서 본 연구에서는 소비자 문제행동에 대한 선행연구와 구조 기반 신뢰 연구에 기반하여 소비자의 문제행동 방어전략을 모색하였다. 본 연구를 통해 소비자의 비윤리적 행위의 영역에 이르기 까지 연구의 영역을 넓힘과 동시에 실무적으로는 소비자 문제행동에 대응한 사업자 전략 및 제도적 장치 보완에 기여할 수 있을 것으로 판단한다.

Keywords

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