소비자 특성이 온라인 쇼핑몰에 대한 신뢰와 구매의도에 미치는 영향 - 중국 인터넷쇼핑몰 사용자를 중심으로

• Published in: 한국의류산업학회지 Vol. 7; no. 5; pp. 501 - 508
• Main Authors: 박혜령, Hea Ryung Park
• Format: Journal Article
• Language: Korean
• Published: 한국의류산업학회 30.10.2005
• Subjects: consumer convenience; consumer innovation; consumer risk; on-Line shopping experience; purchase intention; trust and distrust of on-Line shopping mall; 생활과학; purchase intention; consumer risk; trust and distrust of on-line shopping mall; on-line shopping experience; consumer convenience; consumer innovation
• ISSN: 1229-2060; 2287-5743

The purpose of this study was to investigate the effects of Chinese consumer characteristics as internal inclination on the trust and purchase intention of on-line shopping mall. Two hundred sixty subjects, who were living in Shanghai, China and were university students, were randomly selected for questionnaire. The effective two hundred forty four questionnaires were used to conduct reliability tests for internal consistency and multiple regressions for relationship between independent and dependent variables with SPSS 10.0. The results from this study were as follows. It showed a significant relationship between the on-line shopping experience, consumer innovation, consumer risk and the trust of on-line shopping mall, however, it didn't show any significant relationship between convenience shopping orientation and the trust of on-line shopping mall. Also, It showed a significant relationship between the on-line shopping experience, consumer innovation and the distrust of on-line shopping mall, however, it didn't show any significant relationship between consumer risk, convenience shopping orientation and the distrust of on-line shopping mall. It showed a significant relationship between purchase intension, the consumer risk and on-line shopping experience which appeared a high trust in on-line shopping mall, however, it didn't show any significant relationship between purchase intension and consumer innovation which appeared a high distrust. Therefore, it could be concluded that in China it is decreasing to purchase through the internet shopping mall every year because the group of consumer innovation, which most of internet users in China belong to it, distrusts the internet shopping mall.