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─

Translated title of the contribution: A Structure Analysis of Consumer Purchasing Perceptions in the Internet Shopping::In Case of the Fresh Food in South Korea

金 鍾和, 森高 正博, 福田 晋, 尹 ソク重

Research output: Contribution to journalArticle

Abstract

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.
Original languageJapanese
Pages (from-to)382-393
Number of pages12
Journalフードシステム研究
Volume19
Issue number4
DOIs
Publication statusPublished - 2013

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