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정보투명성이 웹 사이트 가치평가와 추가정보조회 및 지불의도에 미치는 영향 : 인지된 위험의 조절된 매개효과

The Effect of Information Transparency on the Valuation of Website and Additional Information Inquiry, Payment Intention : The Moderated Mediating Effect of Perceived Risk

박재진|박영근|정상목
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2019.11|경영연구 (Journal of Business Research)|제34권 제4호|pp. 51-76|DOI 10.22903/jbr.2019.34.4.51

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가치평가ValuationInformation TransparencyPerceived Risk정보투명성인지된 위험지불의도추가정보조회Additional Information InquiryPayment Intention
주제분류경영학

초록

본 연구의 목적은 온라인 구매과정에서 웹 사이트의 정보투명성이 구매자의 가치평가에 어떠한 영향을 미치는지와 구매자의 가치평가가 추가정보조회와 지불의도에 미치는 영향에 관한 연구를 하고자 하였다. 또한, 인지된 위험이 이들 변수 간의 관계에 조절된 매개효과가 있는지 보고자 하였다. 분석결과는 다음과 같다. 첫째 정보투명성은 웹 사이트의 가치평가에 정(+)의 영향을 미치는 것으로 나타났다. 둘째 웹 사이트의 가치평가는 추가정보조회에 정(+)의 영향을 미치는 것으로 나타났다. 셋째 웹 사이트의 가치평가는 지불의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째 정보투명성과 추가정보조회 간의 관계에서 가치평가의 매개효과는 유의한 것으로 나타났다. 다섯째 정보투명성과 지불의도 간의 관계에서 가치평가의 매개효과는 유의한 것으로 나타났다. 여섯째 정보투명성과 가치평가, 추가정보조회의 경로에서 인지된 위험의 조절된 매개효과는 정보투명성과 가치평가, 추가정보조회 간의 매개경로에서 음(-)의 조절효과를 가지는 것으로 확인되었다. 본 연구는 웹 사이트 관리자에게 정보투명성과 가치평가 및 추가정보조회의 관계를 파악하여 판매정보를 보다 효과적으로 설계하는 데에 도움을 줄 것이다. 또한, 웹 사이트 관리자와 구매자 간의 의사소통을 더 원활하게 함으로써 지불의도를 높여 웹 사이트 경쟁력을 높일 것이다.

Abstract

The purpose of this study was to study how the transparency of information on the website in the online purchase process affects the valuation of buyers and the impact of buyer's valuation on additional information inquiries and payment intentions. In addition, the perceived risk sought to see if the moderate mediation effect in the relationship between these variables. The results of the analysis are as follows. First, information transparency has been shown to have an impact on the valuation of the website. Second, the valuation of the website has been shown to have an effect on the additional information inquiry. The third website's valuation has been shown to have an effect on the ability to pay. Fourth, the moderating effect of the valuation in the relationship between information transparency and additional information inquiries was shown to be significant. Fifth, the moderating effect of valuation in the relationship between transparency of information and payment was shown to be significant. The sixth information transparency and valuation, the moderate mediation effect of the perceived risk in the path of the additional information inquiry was found to have a negative(-) moderation effect in the mediating path between information transparency and valuation, additional information inquiry. This study will help website manager to more effectively design sales information by identifying the relationship between information transparency and valuation and additional information inquiries. It will also facilitate communication between website managers and buyers, increasing the competitiveness of the website by increasing payment intention.

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