본 연구는 매우 높은 잠재력을 가지고 있는 인터넷 쇼핑몰 브랜드에서 소비자의 지각된 위험 구성요인을 살펴보고, 구매경험에 따른 지각된 위험 및 지각된 위험이 정보탐색과 구매의도에 미치는 영향을 분석하였다. 연구결과, 인터넷 쇼핑몰 브랜드 소비자의 지각된 위험은 ‘품질위험’, ‘사회적위험’, ‘쇼핑몰위험’, ‘배송위험’, ‘결제위험’, ‘자아위험’, ‘기회손실위험’, ‘충동구매위험’, ‘시간손실위험’, ‘가격위험’의 10개 요인으로 나타났다. 인터넷 쇼핑몰에서의 의류 구매경험이 많을수록 품질위험, 사회적 위험, 쇼핑몰 위험, 자아위험, 기회손실위험을 덜 지각하고 있었다. 결제위험은 일반적인 인터넷에서의 제품 구매경험이 통계적으로 유의한 영향을 미치고 있었다. 또한, 쇼핑몰위험은 일반적 정보탐색에 영향을 미치고 있었고, 품질위험, 결제위험, 충동구매위험, 가격위험을 지각할수록 제품속성별 정보탐색의 중요도를 높이 평가했다. 사회적위험, 쇼핑몰위험, 자아위험이 높을수록 인터넷 쇼핑몰에서의 의류 구매의도는 낮았다. 그러나 배송위험, 기회손실위험, 충동구매위험을 지각하더라도 인터넷을 이용한 의류 구매의도는 오히려 증가했다. 품질위험, 결제위험, 시간손실위험, 가격위험은 구매의도에 영향을 미치지 않았는데, 이는 최근 인터넷 의류 거래 증가, 인터넷 쇼핑몰의 결제, 배송, 교환 및 반품 시스템 향상 등과 관련이 있는 것으로 보인다.

Perceived risk is very important psychological variable in internet consumer behavior. The purpose of this study is to investigate the factors of perceived risk in internet shopping and analyze the effect of purchasing experience on perceived risk. And more purpose is to examine the effect of perceived risk on information search and purchasing intention. Empirical data were collected from 669 respondents through the survey. The major findings of the study show 10 factors of perceived risk of internet shopping mall brand consumers: ‘quality risk’, ‘social risk’, ‘shopping mall risk’, ‘delivery risk’, ‘account risk’, ‘ego risk’, ‘opportunity-loss risk’, ‘impulse buying’, ‘time-loss risk’, ‘price risk’. The effect of purchasing experience of clothes in internet shopping mall on quality risk, social risk, and shopping mall risk has statistically significant. In another words, respondents that have more purchasing experience of clothes perceived less quality risk, social risk, and shopping mall risk. And respondents that have more purchasing experience of products in internet shopping mall perceived less account risk. Shopping mall risk influence on general information search, consumers that more perceived quality risk, account risk, impulse buying, and price risk, evaluated highly the importance of product information search. But, although they perceive delivery risk, opportunity-loss risk, and impulse buying increased purchasing intention in internet shopping mall.

Perceived risk is very important psychological variable in internet consumer behavior. The purpose of this study is to investigate the factors of perceived risk in internet shopping and analyze the effect of purchasing experience on perceived risk. And more purpose is to examine the effect of perceived risk on information search and purchasing intention. Empirical data were collected from 669 respondents through the survey. The major findings of the study show 10 factors of perceived risk of internet shopping mall brand consumers: ‘quality risk’, ‘social risk’, ‘shopping mall risk’, ‘delivery risk’, ‘account risk’, ‘ego risk’, ‘opportunity-loss risk’, ‘impulse buying’, ‘time-loss risk’, ‘price risk’. The effect of purchasing experience of clothes in internet shopping mall on quality risk, social risk, and shopping mall risk has statistically significant. In another words, respondents that have more purchasing experience of clothes perceived less quality risk, social risk, and shopping mall risk. And respondents that have more purchasing experience of products in internet shopping mall perceived less account risk. Shopping mall risk influence on general information search, consumers that more perceived quality risk, account risk, impulse buying, and price risk, evaluated highly the importance of product information search. But, although they perceive delivery risk, opportunity-loss risk, and impulse buying increased purchasing intention in internet shopping mall.

Internet Shopping Mall Brand, Perceived Risk, Purchasing Experience, Information Search and Purchasing Intention