Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effects of the Social Risk on the Resistance of Purchase in Mobile Shopping

모바일 쇼핑의 사회적 위험이 구매저항에 미치는 영향

  • Moon, Hye-Mi (Korean Institute of Industrial Technology) ;
  • Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University)
  • 문혜미 (한국생산기술연구원) ;
  • 이경락 (전남대학교 Free21+ e-Service 사업단) ;
  • 이상준 (전남대학교 경영학부)
  • Received : 2014.09.12
  • Accepted : 2014.12.20
  • Published : 2014.12.28
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Abstract

All of smart phone users not always make a good use of mobile shopping. The main cause is that in case of non-user of mobile shopping, potential apprehension to psychological and security weakness affects building up resistance on mobile shopping. In this paper, we designed models of innovation resistance heavily based on literature reviews and previous studies, and tried to find how perceived risk affects consumer's purchase intention in mobile shopping process. In conclusion, it shows that security, one of psychological factors, affects perceived risk in all aspects, while negative influence of society and cognitive dissonance just affect social risk and delivery risk, and uncertainty also just affects performance risk. Besides, it shows that all of variables made up perceived risk affects resistance of purchase. Especially social risk turns out to be a most influential factor to purchase behavior through smart phone.

모바일 쇼핑은 모든 사용자에게 있어 항상 유용하게 사용되는 것만은 아니다. 주요 원인으로 비사용자의 경우 모바일 쇼핑몰에 대한 심리적, 보안적 취약성 등에 대한 잠재적 요인이 모바일 쇼핑에 대한 거부감을 형성하는 것으로 인지되고 있다. 본 논문에서는 혁신저항모델의 문헌연구를 통해 연구모형을 구성하여, 스마트폰을 이용한 모바일 쇼핑 시 소비자들이 갖는 거부 심리요인들이 모바일 쇼핑몰의 인지된 위험을 통해 구매저항에 어떤 영향을 미치는지 연구하고자 한다. 실증분석 결과 모바일 쇼핑 시 소비자의 심리요인 중 보안성은 인지된 위험에 모두 영향을 미치는 것으로 나타났으며, 부정적 사회영향과 인지부조화는 사회적 위험, 배송위험에만 영향을 미치며, 불확실성은 성능적인 위험에만 영향을 미치는 것으로 나타났다. 또한 인지된 위험은 구매저항에 모두 영향을 끼치는 것으로 나타났으며, 특히 사회적 위험이 가장 큰 영향을 미치는 것으로 나타났다.

Keywords

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