The objective of this research is to ascertain effects of agency relationships of suppliers, internet intermediaries and consumers by information asymmetry. The results of this research can expand the area of agent theory on internet inter...
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https://www.riss.kr/link?id=A76472771
2001
-
320
학술저널
31-58(28쪽)
0
상세조회0
다운로드다국어 초록 (Multilingual Abstract)
The objective of this research is to ascertain effects of agency relationships of suppliers, internet intermediaries and consumers by information asymmetry. The results of this research can expand the area of agent theory on internet inter...
The objective of this research is to ascertain effects of agency relationships of suppliers, internet intermediaries and consumers by information asymmetry. The results of this research can expand the area of agent theory on internet intermediary"s role especially. To achieve these objectives of this research, the hypotheses were proposed through literature review and samples from marketing managers of internet shopping mall were collected. For the analysis of data, reliability test, validity test, factor analysis, covariance structural analysis were used with SPSSWIN package and LISREL8.12.<BR> The major findings of this research are as follows. First, the results of empirical tests could ascertain the increasing of information asymmetry by internet intermediary. It is to be opposite of prior research, which assert the decreasing of information asymmetry. Also it could ascertain the positive effects of information asymmetry to agency relationships of suppliers and internet intermediaries.<BR> Second, it could ascertain the positive effects of agency relationships of suppliers and internet intermediaries(prequalification, compensation, screening) to internet intermediary"s investment on customer bonds. Third, it could ascertain the positive effects of agency relationships of suppliers and internet intermediaries to consumer"s willingness to pay price-premium.
목차 (Table of Contents)
사례 및 규칙기반추론을 이용한 상품판매형 전자상거래 에이전트에 관한 연구