CAJ | 학술논문

首先对网络购物中的交易成本相关研究进行文献综述，在此基础上，建立网络购物中消费者交易成本影响因素的相关研究假设，运用PLS—SEM模型的研究方法，采用问卷调研获取的数据，对消费者网络购物意愿进行了实证分析。研究表明，购买频率和不确定性显著地影响交易成本，不确定的影响作用较大，并最终对购买意愿产生影响。
수선대망락구물중적교역성본상관연구진행문헌종술，재차기출상，건립망락구물중소비자교역성본영향인소적상관연구가설，운용PLS—SEM모형적연구방법，채용문권조연획취적수거，대소비자망락구물의원진행료실증분석。연구표명，구매빈솔화불학정성현저지영향교역성본，불학정적영향작용교대，병최종대구매의원산생영향。
Transaction cost is the main factor to influence consumers＇ purchase intention. This paper builds research hypothesis of influential factors of consumers＂ transaction cost online shopping on the basis of literature review about research on transaction cost of online shopping, using the methodology of PLS - SEM with the data from questionnaires and makes empirically analyses on the influential factors of consumers＇ transaction cost online shopping. It finds that purchase frequency and uncertainty have a statistical influence on transaction cost as well as purpose intention in which uncertainty has a larger influence.