Perceived Benefit and Perceived Risk on Mobile Shopping in Tourism and Event Products

다국어 초록 (Multilingual Abstract)

This study attempts to investigate whether consumers’ attitude affects intention to buy mobile shopping; to identify whether there are significant differences of consumers’ attitudes between different groups such as between shopper and non-shopper and ages groups; to make proper recommendations to mobile marketers. In this study, data is collected by using a self-administered questionnaire, and considering the whole population size and feasibility of this research. A total of 100 questionnaires were distributed, and the primary data from questionnaires were analysed by SPSS. Two factors such as benefits and risks significantly influenced intention to by mobile among demographics. Benefits turned out to be the most important factor and this result accorded with previous researches. Although the impact of risks is less than that of benefits, the impact of risks on intention is significant. Limitations and future research directions of the study were also discussed.

참고문헌 (Reference)

1 Breitenbach, C., "Value-added Marketing in the Digital Domain:Enhancing the Utility of the Internet" 15 (15): 559-575, 1998

2 Friedman, B., "Trust Online" 43 (43): 34-40, 2000

3 Ratchford, B., "The impact of the Internet on Information search for automobiles" 40 (40): 193-209, 2003

4 Suh, B., "The impact of customer trust and perception of security control on the acceptance of electronic commerce" 7 (7): 135-161, 2003

5 Donthu, N., "The Internet shopper" 39 (39): 52-58, 1999

6 Eastlick, M.A., "Shopping motivations for mail catalog shopping" 45 : 281-290, 1999

7 Pallant, J., "SPSS survival manual: a step by step guide to data analysis using SPSS for Windows" Open University Press 2005

8 Veal, A.J., "Research methods for leisure and tourism: a practical guide" Financial Times 1997

9 Saunders, M., "Research Methods for Business Students" Prentice-Hall 2003

10 Gefen, D., "Reflections on the Dimensions of Trust and Trustworthiness among Online Customers" 33 (33): 38-53, 2002

11 Bakos, J.Y., "Reducing buyer search costs" 43 (43): 1676-1679, 1997

12 Rowley, J., "Product search in e-shopping: A review and research propositions" 17 (17): 20-35, 2000

13 Urban, G.L., "Placing Trust at the Center of Your Internet Strategy" 42 (42): 39-48, 2000

14 Teo, T., "Online Buying Behavior: A Transaction Cost Economics Perspective" 33 : 451-465, 2005

15 Hair, J. F., "Mutivariate Data Analysis" Prentice-Hall International 1995

16 Kotler, P., "Marketing Management" Prentice Hall 2003

17 Chang M.K., "Literature Derived Reference Models for Adoption of Online Shopping" 42 : 543-559, 2005

18 Ranganathan, C., "Key Dimensions of Businessto-Consumer Websites" 39 (39): 457-465, 2002

19 Alba, J., "Interactive home shopping; consumer, retailer, and manufacturer incentives to participate in electronic marketplaces" 61 : 38-53, 1997

20 Culnan, M.J., "Information privacy concerns, procedural fairness and impersonal trust: An empirical investigation" 10 : 104-115, 1999

21 Slyke, C.V., "Gender differences in perceptions of web-based shopping" 47 (47): 82-86, 2002

22 Kalakota, R., "Frontiers of Electronic Commerce" Readings Addision Wesley 1996

23 Turban, E., "E-Commerce 2002: AManagerial Perspective" Prentice Hall 2003

24 Raijas, A., "Critical Factors in Electronic Grocery Shopping" 11 (11): 255-265, 2001

25 Assael, H., "Consumer behavior and marketing action" South-Western 1995

26 Blackwell, R. D., "Consumer behavior" South Western 2001

27 Cooper, D.R., "Business Research Methods" McGraw-Hill 2001

28 Otti, R., "Building trust online" 2 : 10-12, 2000

29 Hoffman, D.L., "Building consumer trust online" 42 (42): 80-85, 1999

30 Swaminathan, V., "Browsers or buyers in cyberspace? An investigation of factors influencing likelihood of electronic exchange" 5 (5): 1999

31 Zeng, M., "Beyond Online Search: The Road to Profitability" 45 (45): 107-131, 2003

32 Yang, B., "Attitudes toward buying online" 7 (7): 85-91, 2004

33 Keen, P.G.W., "Are you ready for "trust" economy?" 31 (31): 80-81, 1997

34 Liang, T., "An Empirical Study on Consumer Acceptance of Products on Electronic Markets: A Transaction Cost Model" 24 : 29-43, 1998

35 Rohm, A.J., "A typology of online shoppers based on shopping motivations" 57 : 748-757, 2004

36 Gehrt, K., "A shopping orientation segmentation of French consumers;Implications for catalog marketing" 12 (12): 34-46, 1998