ネットショッピングにおける消費者購買認識の構造分析:─韓国における生鮮食品を事例として─

概要

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The purposes of this study are to explain and identify which factors affect the fresh food purchasing intentions of the consumers by using the internet shopping mall. A survey of 295 South Korean internet shopping consumers was carried out in July 2011. For these matters, a TAM (Technology Acceptance Model)-TPB (Theory of Planned Behavior) integration model was used (the TAM measures the individual's new technology adoption while the TPB measures the human behavior of the consumer respectively). Results using the TAM confirm that the purchasing intentions of the consumers were significantly influenced by three external variables (Technical characteristics of the internet shopping mall, Personal characteristics of user and confidence toward the internet shopping mall). Additionally, using the TPB, Perceived behavioral control (PBC) was found significant.