CAJ | 학술논문

本文从分析网络购物情境中的信息不对称问题入手，探讨消费者在网络购物过程中所感受到的信息不对称程度对其网络购物感知风险的影响，以及消费者网络购物感知风险对其购买意愿的影响，通过实证调研对相关假设进行验证。最终通过实证检验的假设有：卖方信息披露程度与网络购物各维度感知风险之间存在负相关关系；买方信息评估能力与网络购物各维度感知风险之间存在负相关关系；对卖方和物流的信任度与网络购物各维度感知风险之间存在负相关关系；消费者对网上购物各维度风险的感知对其网络购买意愿有负面影响。据此，对模型进行了修正并提出了相应的对策与建议。
본문종분석망락구물정경중적신식불대칭문제입수，탐토소비자재망락구물과정중소감수도적신식불대칭정도대기망락구물감지풍험적영향，이급소비자망락구물감지풍험대기구매의원적영향，통과실증조연대상관가설진행험증。최종통과실증검험적가설유：매방신식피로정도여망락구물각유도감지풍험지간존재부상관관계；매방신식평고능력여망락구물각유도감지풍험지간존재부상관관계；대매방화물류적신임도여망락구물각유도감지풍험지간존재부상관관계；소비자대망상구물각유도풍험적감지대기망락구매의원유부면영향。거차，대모형진행료수정병제출료상응적대책여건의。
Studies have shown that online shopping has many obvious advantages, but many consumers just use the Internet for product information collection, not to purchase goods. This phenomenon is due to the virtuality of Internet, the imperceptibility of transactions subject and transaction object, as well as the synchronization of the transaction process, which has deepened risk perception in the process of online shopping, influenced consumers＇ purchase intentions and actions. It is necessary to explore the risk perception of the consumer online shopping under the environment of asymmetric information, which is in favor of the decrease of the consumers＇ risk perception and promoting the development of online shopping. Based on the analysis of asymmetric information problems in online shopping, we place emphasis on studying the influence on the seriousness of consumers＇ risk perception by the asymmetric information. Besides, we have explored the impact on consumers＇ purchase intention from their risk perception. In order to finish this paper, a large number of questionnaires are collected to verify some hypotheses. Fist, in the premise of accessing to a large number of sample data, we choose independent variables by exploratory factor analysis （ the seller＇s degree of information disclosure is X1, the buyer＇s ability of information acquisition is X2, the buyer＇s ability of information evaluation is X3, the degree of trust for the seller is X4, the degree of trust for logistics is XS）. We also choose intermediate variable （the financial risk is F1, the product risk is F2, the social risk is F3, the time risk is F4, the privacy risk is F5 ） and dependent variable. Then, with multiple of regression analysis, we have studied the effect of independent variable X on the intermediate variables F and the effect of intermediate variable F on the dependent variable Y. The result of empirical study indicates that the seller disclosure degree about information, the buyer evaluation ability about information, the degree of trust in the seller and logistics all negatively correlate with the perceived risk from dimensions of online shopping. In addition, the degree of consumers＇ risk perception about dimensions of online shopping has inverse correlation with their purchase intention. On the base of the result, this paper has adjusted the original model. For the seller of online shopping, this paper has given two aspects of suggestions on improving the online shopping information asymmetry and reducing the risk perception of consumers. On the one hand, the seller should enhance the ethical values, focus on information and emotional communication with the buyer, and make full use of instant messaging tool on the shopping site to understand the psychology of consumers. At the same time, the seller should provide the service of cash on delivery. On the other hand, to reduce the risk perception, the seller should provide high-quality goods to consumers in real comprehensive product information, ensure timely update the consumer＇s order confirmation, and establish the area of communication and feedback. In order to reduce the time risk, the seller should make reasonable arrangements for website content and strive to improve the usefulness of the site, reducing the time and effort spent by consumers during the purchase process, so that consumers can easily make online shopping, and enjoy the process of shopping online.