인터넷 경매의 위험감소 수단에 관한 연구: 한국과 미국의 문화적 차이를 중심으로

초록

This study examined the differences in relative importance of risk relievers in the United States and Korea when purchasing a product at online auctions. Results show that the relative importance of retailer’s reputation in Korea was the highest and that of retailer's reputation in the United States was also highest. Despite of cultural difference, online auctions depended on the retailer's reputation. In addition, the relative importance of money-back guarantee in Korea was second highest and that of advertising of product in the United States was second highest. Results suggest that international marketers might consider the cultural differences to earn buyers’ confidence at online auctions.

키워드