Human Ecology Research

  • 제52권6호
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  • Pages.601-616
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  • 2014
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  • 2982-5725(pISSN)
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  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
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중국상품에 대한 소비자의 지각된 위험이 신뢰에 미치는 영향: 친숙도의 조절효과를 중심으로

The Effects of Perceived Risk on Trust in Products Made in China: The Moderating Effect of Familiarity

  • ;
  • 이승신 (건국대학교 소비자정보학과)
  • Cui, Ming (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 투고 : 2013.09.10
  • 심사 : 2014.07.13
  • 발행 : 2014.12.30
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초록

This study's aim was to explore the relationships among consumers' perceived risk, trust, and familiarity with products made in China. We invited 489 Korean adult consumers, who had purchased products made in China earlier, to take part in this investigation. Data analyses were conducted using a reliability test, confirmatory factor analysis, and structural equation modeling (SEM) with SPSS ver. 21.0 and AMOS ver. 21.0. We assumed that the perceived risk could be classified into four types: financial, performance, psychological, and social risk. The empirical verification through SEM indicated that all four types of the perceived risk represented a negative influence on the trust. Further, only the financial and psychological risks were significant when consumers were not familiar with products made in China (novice); in contrast, the experts (consumers familiar with products made in China) showed that the performance and social risks were effective. Finally, we found that there was a moderating effect of familiarity on the relationship between three types of perceived risk, namely financial, performance, and psychological risks, and trust, but the social risk was not affected. The results of this research should help us to understand the consumers' risk perception of imported goods and to formulate criteria on the basis of which the consumers evaluate these products. This research can help companies, particularly those in China, to formulate market strategies effectively when they enter a foreign market such as Korea by exploring the influence of the perceived risk on local consumers' purchasing behaviors as well.

키워드

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