서비스상품 전자상거래에서 고객의 구매영향요인 연구: 지각된 위험과 고객구매의도에 초점

Abstract

Recently, electronic commerce is expanding the application areas rapidly in service industry including professional services. In this study, factors affecting customer purchase intention in electronic commerce of service products are analyzed through customer survey and statistical analysis. Based on the results, three independent factors of ‘service quality’, ‘substitution of services by online’, and 'firms' reputation'significantly affected ‘perceived risks in transactions' and 'customer purchase intention' in electronic commerce of service products. Perceived risks in transactions was adopted as a mediating factor between independent and dependent factors. The relationships among factors were analyzed and confirmed through analysis of structural equation modeling.