사전 정보가 웹상점의 초기 이용 의도에 미치는 영향 = The Influence of Prior Information on Initial Usage Intention toward Web Stores

국문 초록 (Abstract)

본 연구는 웹상점들이 직면한 신규 고객 확보 문제를 사전 정보 측면에서 해결하려고 하였다. 본 연구에서는 사전 정보의 제차원을 검토하기 위하여 먼저 사전 정보 체계를 수립하고, 웹상점의 초기 이용 의사결정에 필요한 사전 정보 차원들을 선별하였다. 웹상점의 초기 이용 의도에 영향을 미치는 사전 정보의 차원을 조사하기 위해서 초기 판매자 신뢰와 초기 웹사이트 신뢰를 매개변수로 사용하였다. 분석 결과에 의하면, 전문지식 사전정보가 초기 웹사이트 신뢰에 가장 큰 영향(β=0.639, p=0.001)을 미치는 것으로 나타났다. 평판 사전 정보가 두 번째로 큰 회귀계수 값(β=0.580, p=0.001)을 나타냈다. 하지만 초기 웹사이트 신뢰의 매개 효과로 인하여 정보 품질 사전 정보(β=0.403, p=0.001)가 웹상점의 초기 이용 의도에 두 번째로 큰 영향을 미치는 것으로 밝혀졌다. 또한 구전(β=0.260, p=0.001)과 주관적 규범 사전 정보(β=0.125, p=0.1)도 초기 웹상점 신뢰 매개변수를 통해 웹상점의 초기 이용 의도에 유의한 영향을 미치는 것으로 나타났다. 초기 웹상점 신뢰 요인 중에서는 초기 웹사이트 신뢰(β=0.536, p=0.001)가 초기 판매자 신뢰(β=0.329, p=0.001)보다 웹상점의 초기 이용의도에 미치는 영향력이 더 큰 것으로 나타났다. 따라서 종합적으로 보면, 사전 정보가 웹상점의 초기 이용의도에 유의한 영향을 미치는 것으로 실증되었다.

다국어 초록 (Multilingual Abstract)

This study focused on the challenge faced by web stores in securing new customers in the terms of prior information. To examine dimensions of prior information, this study firstly constructed a typology of prior information, then screened the prior information dimensions required to decide initial usage of web stores. To investigate what dimensions of prior information influence initial usage intention toward web stores, initial vendor trust and initial website trust were used as mediators. By the analysis results, expertise had the greatest impact on initial website trust. Reputation had a secondly great regression coefficient. However, information quality had a secondly more impact on initial usage intention toward web stores due to mediation effect differences of initial trusts. Other dimensions of prior information, word of mouth and subjective norm were also found to have significant impacts on initial usage intention toward web stores through intial trust mediators. Among intial trust mediators, initial website trust had more impact on initial usage intention toward web stores than initial vendor trust. Overall, it is proved that prior information influences initial usage intention toward web stores.

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