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경영정보학연구 = The journal of MIS research v.16 no.4, 2006년, pp.49 - 70   피인용횟수: 16
본 등재정보는 저널의 등재정보를 참고하여 보여주는 베타서비스로 정확한 논문의 등재여부는 등재기관에 확인하시기 바랍니다.

오픈마켓에 대한 구매자 만족과 선호의 영향요인 이해 : 오픈마켓과 종합인터넷쇼핑몰의 비교연구
The Understanding of Factors of Open Market Satisfaction and Preference: The Study of Comparison Between Integrated Internet Shopping Store and Open Market

이주량   (연세대학교 경영학과UU0000936  );
  • 초록

    In recent, Open markets are booming up rapidly. Open markets are one of the online marketplaces which mainly concentrated on spot transactions of commodities, and are differentiated from integrated internet shopping stores with market participants, trading rules and so on. This study investigated on factors affecting satisfaction with and preference on open markets by comparing open markets with integrated internet shopping stores, and aimed to figure out the reasons why open markets are growing up so rapidly and to forecast the future of open markets. To investigate the factors affecting buyers' satisfaction with and preference on internet shopping channel. I extracted several factors through literature reviews. The factors include the pros (cost saving and time saving), the cons (security concerns and privacy concerns), and decision making support suggested by Simon's research as well. Then, I constructed research model and related research hypotheses. To verify research hypotheses, I conducted field survey targeting on online buyers and analyzed research data using structural equation model. According to data analysis result, open markets have competitive advantages over integrated internet shopping stores with respect to cost saving, time saving, and decision making support. However, online buyers are still concerning privacy issues within open markets. In summary, buyers are considering that open markets are cheaper, faster, and more efficient internet shopping channel, compared with integrated internet shopping stores. However, open markets are required to dedicate to lessen buyers' privacy concerns to rebirth as more satisfying and preferable internet shopping channel and to prosper in the future.


  • 주제어

    Open Markets .   Internet Shopping Store .   Satisfaction and Preference .   Cost Saving .   Time Saving .   Security Concerns .   Privacy Concerns.  

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  • 이 논문을 인용한 문헌 (16)

    1. Yi, Sang-Yoon ; Kim, Myoung-Soo ; Lee, Dong-Hoo ; Ahn, Jae-Hyeon ; Lee, Dong-Joo 2007. "Sources and Mitigating Factors of Perceived Risk in the e-Marketplace" Information Systems Review, 9(2): 41~66     
    2. Chung, Nam-Ho ; Lee, Kun-Chang 2007. "Empirical Analysis of Consumer Behavior on the Internet Shopping Mall Choice from the Schema Perspective: Comparison Between Bricks & Clicks and Pure-Player Shopping Mall" 경영정보학연구 = The journal of MIS research, 17(4): 165~186     
    3. Ji, Hye-Kyung 2008. "A Study on the Determinant Factors on Return in Internet Clothing Purchase" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 32(12): 1891~1902     
    4. Kim, Kyung-Hee 2008. "A Study on the Image Positioning of Internet Shopping Mall" 한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, 8(1): 48~58     
    5. Kim, So-Ra 2008. "Informativeness and Consumer Misleading Potentialities on the Internet Shopping Mall Sites -The Study of Comparison between On-line Market Place and Integrated Internet Stores-" 한국가정관리학회지 = Journal of Korean Home Management Association, 26(1): 15~29     
    6. Kim, Myoung-Soo 2009. "The Impact of the Information's Satisfaction in the e-Marketplace on the Buyer's Transactions Intention" 정보처리학회논문지. The KIPS transactions. Part D. Part D, d16(1): 145~152     
    7. Cho, Hwi-Hyung ; Hong, Il-Yoo 2010. "The Impact of Consumer Characteristics Upon Trust and Purchase Intentions in B2C E-marketplaces" Information Systems Review, 12(3): 49~73     
    8. Hong, Moon-Kyung ; Kwahk, Kee-Young 2010. "The Effects of Perceived Equity on Satisfaction and Continuance Intention in Openmarket" 한국경영과학회지 = Journal of the Korean Operations Research and Management Science Society, 35(3): 1~24     
    9. Park, Shin-Young ; Park, Eun-Joo 2011. "Types of Internet Shopping Malls for Fashion Products" 한국생활과학회지 = Korean journal of human ecology, 20(2): 391~400     
    10. Cui, Ming ; Ryu, Mi-Hyun ; Lee, Seung-Sin 2012. "Chinese Students' Satisfaction Level with the Korean Internet Shopping Mall Purchase Process and Their Repurchase Intention" 한국가정관리학회지 = Journal of Korean Home Management Association, 30(4): 105~117     
    11. Kim, Hyun-Soo ; Cho, Jae-Hyung 2012. "A Negotiation Method Based on Opportunity Cost in the Trucking Cargo Transportation Market" 정보시스템연구 = The Journal of information systems, 21(3): 99~116     
    12. Ji, Hye-Kyung 2013. "The Influences of Price, Product and Promotion on Clothing Impulse Buying by the Internet Shopping Mall Types" Fashion & textile research journal = 한국의류산업학회지, 15(4): 543~553     
    13. Kim, Jungmi ; Chae, Nari ; Hwang, Sunjin 2014. "The Influence of Service Recovery Fairness on Customers' Satisfaction and Intention to Repurchase: Focused on Purchasing Fashion Product at the Open Market and General Internet Shopping Mall" 패션비즈니스 = Fashion business, 18(1): 118~131     
    14. Gu, Seung-Hwan ; Wang, Ping ; Jang, Seong Yong 2014. "A Study on the Customer Satisfaction and Re-Purchase Intention on Characteristics of Social Shopping" 한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, 15(4): 2048~2061     
    15. Gu, Seung-Hwan ; Wang, Ping ; Jang, Seong Yong 2014. "A Study on the Customer Satisfaction and Re-Purchase Intention on Characteristics of Social Shopping" 한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, 15(4): 2048~2061     
    16. 2016. "" International journal of contents, 12(4): 45~52     

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