DOI QR코드

DOI QR Code

온라인 와인 매장 품질, 신뢰와 지각된 위험간의 구조적 관계

Structural Relationships between Online Wine Store Quality, Trust, and Perceived Risk

  • 투고 : 2013.10.14
  • 심사 : 2013.12.20
  • 발행 : 2013.12.28

초록

해외 여러 나라와의 FTA 체결 효과를 제고하는 방안의 하나로 수입와인에 대한 인터넷 판매에 대한 의견이 제시되고 있어 온라인 와인 판매 가능성이 매우 높아지고 있다. 본 연구에서는 온라인 매장에서 고객이 와인을 구매할 때 지각하는 위험을 감소시킬 수 있는 주요 영향요인을 도출하고 검증하고자 한다. 문헌연구를 통해 온라인 와인 매장의 사이트품질과 신뢰를 지각된 위험의 주요 결정요인으로 도출하였으며, 이를 통하여 연구모형 및 가설을 설정하였다. 와인구매 경험자를 대상으로 한 설문조사 데이터를 이용하여 사이트품질(정보품질, 시스템품질), 온라인 와인매장에 대한 신뢰, 지각된 위험(시간위험, 품질위험, 심리적 위험)간의 구조적 관계를 검증하였다. 연구검증결과, 정보품질과 시스템품질은 온라인 와인매장에 긍정적인 영향을 미쳤다. 또한 정보품질과 시스템품질은 시간위험에 유의미한 영향을 주는 것으로 나타난 반면에, 품질위험과 심리적 위험에는 영향을 주지 않는 것으로 나타났다. 마지막으로 온라인 와인매장에 대한 신뢰가 시간위험, 품질위험 및 심리적 위험과 관련성이 있는 것으로 나타났다.

As the issue of selling wine online has been raised in an attempt to implement FTA programs in a more effective way, wine will be available online in the near future in Korea. Thus, this study aimed at identifying key factors which will contribute to reduce various kinds of risks perceived by online customers, and investigating the structural relationships between those factors and perceived risks. Site quality of online wine shop(information quality, system quality), trust in online wine shop were selected as key predictors of perceived risks and research model was established using those factors. Data were collected from those who have experienced in using online wine store, and the research model was tested using valid data. Results of testing research hypotheses using data from survey respondents showed that information and system quality exerted an impact on trust in online wine shop. It was proven that information and system quality posited an impact on time risk whereas they was not related to performance and psychological risk. In addition, trust in online wine shop was shown to be related to time risk, performance risk, and psychological risk.

키워드

참고문헌

  1. M. J. Kim, A Study on the Importance and Satisfaction for the Attributes of Choosing Wine Retail Shop, Journal of Foodservice Management Society of Korea, Vol. 11, No. 4, pp. 199-222, 2008.
  2. K. H. Park, An Integrated Study concerning Antecedent Variables affecting the intention-to-use of on-Line shopping malls: An Extended Model of TAM2, Information System Research, Vol. 15, No. 4, pp. 55-72, 2006.
  3. H. Van der Heijden, T. Verhagen, & M. Creemers, Understanding online purchase intentions: contributions from technology and trust perspectives, European Journal of Information Systems, Vol. 12, No. 1, pp. 41-48, 2003. https://doi.org/10.1057/palgrave.ejis.3000445
  4. P. A. Pavlou, Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model, International Journal of Electronic Commerce, Vol. 7, No. 3, pp. 101-134, 2003.
  5. R. R. Burke, Do you see what I see? The future of virtual shopping, Journal of the Academy of Marketing Science, Vol. 25, No. 4, pp. 352-360, 1997. https://doi.org/10.1177/0092070397254007
  6. S. Ba & P. A. Pavlou, Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior, MIS Quarterly, Vol. 26, No. 3, pp. 243-268, 2002. https://doi.org/10.2307/4132332
  7. D. Gefen, Reflections on the dimensions of trust and trustworthiness among online consumer, ACM Sigmis Database, Vol. 33, No. 3, pp. 38-53, 2002.
  8. D. H. McKnight, V. Choudhury, & C. Kacmar, Developing and validating trust measures for e-commerce: an integrative typology, Information Systems Research, Vol. 13, No. 3, pp. 334-359, 2002. https://doi.org/10.1287/isre.13.3.334.81
  9. S. L. Jarvenpaa & D. S. Staples, The use of collaborative electronic media for information sharing: an exploratory study of determinants, The Journal of Strategic Information Systems, Vol. 9, No. 2, pp. 129-154, 2000. https://doi.org/10.1016/S0963-8687(00)00042-1
  10. S. J. Yoon, A Study on the Antecedents of Trust toward Shopping Mall Web Sites and Its Effects on Purchase Intention, Korean Management Review, Vol. 29, No. 3, pp. 353-376, 2000.
  11. S. Ganesan, Determinants of long-term orientation in buyer-seller relationships, The Journal of Marketing, Vol. 58, No. 2, pp. 1-19, 1994.
  12. E. Arnum, Doing business on the Internet-A question of balance, Business Communications Review, Vol. 25, No. 8, pp. 35-37, 1995.
  13. W. H. Delone & E. R. McLean, Information systems success: the quest for the dependent variable, Information Systems Research, Vol. 3, No. 1, pp. 60-85, 1992. https://doi.org/10.1287/isre.3.1.60
  14. W. H. Delone & E. R. Mclean, The Delone and Mclean model of information systems success: a ten-year update, Journal of Management Information Systems, Vol. 19, No. 4, pp. 9-30, 2003. https://doi.org/10.1080/07421222.2003.11045748
  15. C. Liu & K. P. Arnett, Exploring the factors associated with web site success in the context of electronic commerce, Information & Management, Vol. 38, pp. 23-33, 2000. https://doi.org/10.1016/S0378-7206(00)00049-5
  16. D. J. Kim, D. L. Ferrin, & H. R. Rao, A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, Vol. 44, No. 2, pp. 54-564, 2008.
  17. P. Bharati & A. Chaudhury, An empirical investigation of decision-making satisfaction in web-based decision support systems, Decision Support Systems, Vol. 37, No. 2, pp. 187-197, 2004. https://doi.org/10.1016/S0167-9236(03)00006-X
  18. M. M. Misic & K. Johnson, Benchmarking: a tool for web site evaluation and improvement, Internet Research, Vol. 9, No. 5, pp. 383-392, 1999. https://doi.org/10.1108/10662249910297787
  19. K. C. Lee, B. U. Kang, S. Bomil, & J. U. Kim, Exploring the Influence of the Internet Shopping Mall's Quality Factors on User Trust and Acceptance, Management Science & Financial Engineering, Vol. 22, No. 1, pp. 27-46, 2005.
  20. J. Lin & H. Lu, Towards an understanding of the behavioural intention to use a web site, International Journal of Information Management, Vol. 20, No. 3, pp. 197-208, 2000. https://doi.org/10.1016/S0268-4012(00)00005-0
  21. M. Perkowitz & O. Etzioni, Adaptive web sites: Conceptual cluster mining, In IJCAI, Vol. 99, pp. 264-269, 1999.
  22. C. I. Hovland, I. L. Janis, & H. H. Kelley, Communication and persuasion; psychological studies of opinion change, Yale University Press, 1953.
  23. D. H. Choi, The role of trust in Service Provider in Social Networking Service Context, Journal of the Korean Data Analysis Society, Vol. 13, No. 5, pp. 2291-2300, 2011.
  24. V. Shankar, G. L. Urban & F. Sultan, Online trust: a stakeholder perspective, concepts, implications, and future directions, The Journal of Strategic Information Systems, Vol. 11, No. 3, pp. 325-344, 2002. https://doi.org/10.1016/S0963-8687(02)00022-7
  25. S. M. Furnell & T. Karweni, Security implications of electronic commerce: a survey of consumers and businesses, Internet Research, Vol. 9, No. 5, pp. 372-382, 1999. https://doi.org/10.1108/10662249910297778
  26. P. Ratnasingham, The importance of trust in electronic commerce, Internet Research, Vol. 8, No. 4, pp. 313-321, 1998. https://doi.org/10.1108/10662249810231050
  27. A. Chaudhuri & M. B. Holbrook, The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, The Journal of Marketing, Vol. 65, No. 2, pp. 81-93, 2001. https://doi.org/10.1509/jmkg.65.2.81.18255
  28. B. Shneiderman, Creating creativity: user interfaces for supporting innovation. ACM Transactions on Computer-Human Interaction (TOCHI), Vol. 7, No. 1, pp. 114-138, 2000.
  29. M. H. Chang, The Effects of Trust and Perceived Risk on Attitude and Purchase Intension in Internet Shopping Malls, Information System Research, Vol. 14, No. 1, pp. 227-249, 2005.
  30. Y. C. Hwang, S. C. Cheon, K. H. Kim, & K. H. Kim, The Effect to Trust, Satisfaction, Repurchase intention by Logistic Service Quality in Online Shopping, The Journal of Productivity, Vol. 27, No. 1, pp. 479-507, 2013. https://doi.org/10.15843/kpapr.27.1.201303.479
  31. H. W. Kim, Y. Xu, & S. Gupta, Which is more important in Internet shopping, perceived price or trust?, Electronic Commerce Research and Applications, Vol. 11, No. 3, pp. 241-252, 2012. https://doi.org/10.1016/j.elerap.2011.06.003
  32. S. H. Kim, Y. I. Kim, & Y. E. Seo, A Study on Customer Satisfaction of e-commerce Users in Travel Agency Websites -Technology Acceptance Model Approach, Journal of Hotel Administration, Vol. 18, No. 2, pp. 151-166, 2009.
  33. C. M. K. Cheung & M. K. O. Lee, Trust in internet shopping: instrument development and validation through classical and modern approaches, Journal of Global Information Management, Vol. 9, No. 3, pp. 23-46, 2001.
  34. G. R. Dowling & R. Staelin, A model of perceived risk and intended risk-handling activity, Journal of consumer research, Vol. 21, No. 1, pp. 119-134, 1994. https://doi.org/10.1086/209386
  35. Y. H. Son & M. W. Lee, The Effects of Product Type, Purchase Experience and Perceived Risk on Purchase Deferral in Online Shopping, Korean Journal of Consumer and Advertising Psychology, Vol. 10, No. 3, pp. 489-511, 2009.
  36. Y. S. Park & M. H. Han, The Effects of Perceived Risk and Perceived Quality On the Consumer's Online Buying Behavior, Journal of Korean Marketing Association, Vol. 16, No. 1, pp. 59-84, 2001.
  37. J. Jacoby & L. B. Kaplan, The components of perceived risk. Advances in consumer research, Vol. 3, No. 3, pp. 382-383, 1972.
  38. S. L. Jarvenpaa & P. A. Todd, Consumer reactions to electronic shopping on the World Wide Web, International Journal of Electronic Commerce, Vol. 1, No. 2, pp. 59-88, 1996. https://doi.org/10.1080/10864415.1996.11518283
  39. E. A. Greenleaf & D. R. Lehmann, Reasons for substantial delay in consumer decision making, Journal of Consumer Research, Vol. 22, No. 2, pp. 186-199, 1995. https://doi.org/10.1086/209444
  40. C. E. Lee & Y. B. Park, Differences of Wine Selection Attributes by Emotional Response of Wine Consumption, Journal of Hotel Administration, Vol. 21, No. 1, pp. 145-160, 2012.
  41. S. C. Park, Y. J. Lee, & J. W. Kim, Effects of Website Quality on Transaction Intentions in Internet Shopping: An Empirical Analysis of Mediating effects of Trust and Satisfaction, Management Science & Financial Engineering, Vol. 21, No. 2, pp. 123-143, 2004.
  42. M. Cao, Q. Zhang, & J. Seydel, B2C e-commerce web site quality: an empirical examination, Industrial Management & Data Systems, Vol. 105, No. 5, pp. 645-661, 2005. https://doi.org/10.1108/02635570510600000
  43. E. K. Huizingh, The content and design of web sites: an empirical study, Information & Management, Vol. 37, No. 3, pp. 123-134, 2000. https://doi.org/10.1016/S0378-7206(99)00044-0
  44. T. Ahn, S. Ryu, & I. Han, The impact of the online and offline features on the user acceptance of Internet shopping malls, Electronic Commerce Research and Applications, Vol. 3, No. 4, pp. 405-420, 2005.
  45. S, H. Jang, Y. J. Ma, & C. W. Lee, A Study on Influencing m-Loyalty of Website Quality in the Mobile Commerce, The e-Business Studies, Vol. 10, No. 4, pp. 131-153. 2009.
  46. S. H. Cho & H. J. Choi, Research on the Differences of Selection Attribute according to the Involvement of Wine Consumers, Korean Society of Food and Cookery Science, Vol. 15, No. 1, pp. 240-253, 2009.
  47. G. Rose, H. Khoo & D. W. Straub, Current technological impediments to business-to-consumer electronic commerce, Communications of the AIS, Vol. 1, Article 16, pp. 1-73, 1999.
  48. R. N. Stone & F. W. Winter, Risk: is it still uncertainty times consequences?, In Proceedings of the American Marketing Association (pp. 261-265), Southern Marketing Association, 1987.
  49. R. A. Bauer, Consumer behavior as risk taking, Dynamic marketing for a changing world, 398, 1960.
  50. S. W. Bae, A Study on the Impact of Perceived Quality, Perceived Risk, and Trust on Perceived Value, Journal of the Korean Data Analysis Society, Vol. 7, No. 1, pp. 169-180, 2005.
  51. F. Hansen, Consumer Choice Behavior: A Cognitive theory, New York: The free press 439, 1972.
  52. D. Selz & P. Schubert, A Model for the Evaluation and the Assessment of Successful Electronic Commerce Applications, Electronic Markets, Vol. 7, No. 3, pp. 46-48, 1997. https://doi.org/10.1080/10196789700000038
  53. K. J. Stewart, Trust transfer on the world wide web. Organization Science, Vol. 14, No. 1, pp. 5-17, 2003. https://doi.org/10.1287/orsc.14.1.5.12810
  54. J. A. Cazier, B. Shao, & R. D. St Louis, E-business differentiation through value-based trust, Information & Management, Vol. 43, No. 6, pp. 718-727, 2006. https://doi.org/10.1016/j.im.2006.03.006
  55. S. Chow & R. Holden, Toward an understanding of loyalty: the moderating role of trust, Journal of Managerial Issues, Vol. 9, No. 3, pp. 275-299, 1997.
  56. A. Parasuraman, V. A. Zeithaml, & A. Malhotra, E-SQUAL a multiple-item scale for assessing electronic service quality, Journal of Service Research, Vol. 7, No. 3, pp. 213-233, 2005. https://doi.org/10.1177/1094670504271156
  57. H. F. Lin, The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context, Total Quality Management and Business Excellence, Vol. 18, No. 4, pp. 363-378, 2007. https://doi.org/10.1080/14783360701231302
  58. S. Quinton & H. M. Sally, Trust and online wine purchasing: insights into UK consumer behaviour, International Journal of Wine Business Research, Vol. 20, Issue. 1, pp. 68- 85, 2008. https://doi.org/10.1108/17511060810864624
  59. M. Wolfinbarger & M. C. Gilly, Shopping Online for Freedom, Control, and Fun, California Management Review, Vol. 43, No. 2, pp. 34-55, 2001. https://doi.org/10.2307/41166074
  60. J. H. Steiger & J. C. Lind, Statistically based tests for the number of common factors, In annual meeting of the Psychometric Society, Iowa City, IA, Vol. 758, 1980.
  61. C. Fornell & D. F. Larcker, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.2307/3151312
  62. J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson, & R. L.Tatham, Multivariate Data Analysis, 6th ed., Upper Saddle River, NJ: Pearson, 2006.
  63. J. C. Nunnally, Psychometric Theory. New York: McGraw-Hill, 1978.
  64. S. H. Lee & H. R. Lee, The Effect of the Wine Consumers according to the Level of Involvement in Perceived Risk and Information Search on Consumer Satisfaction, Journal of Foodservice Management, Vol. 15, No. 4, pp. 297-319, 2012.