ABSTRACT
The Influence of Consumer's Perceived Risk on Product Brand Awareness and Internet Shopping Mall Awareness
Shin, Joon-cheol
Dept. of Business Administration
The Graduate School
Yonsei University
It is said that Internet is a culture rather than a simple information technology. Experts predict internet business will go through a rapid expansion for the economic and technological reasons. This expansion of internet has brought the increase of internet shopping malls. According to the prediction of Anderson Consulting, the market size of internet shopping mall in Korea will reach ￦ 15 hundred billion by 2005. This is why the studies on the consumer behavior of the field is required.
The purpose of this study is to find out the meaningful differences in perceived risk of consumers by the product categories and to analyze the influences of Product Brand Awareness(PBA) and Internet Shopping Mall Awareness(ISMA) on the perceived risks in purchasing the durables and non-durables.
T-test was used to determine if there are meaningful differences among the combinations of PBA and ISMA.
The study shows that within the same purchase condition, the perceived risk is higher for the durable goods than for the non-durable goods. That is, consumers perceive more financial, functional, social, and psychological risks for the durables. It was also found that perceiving risk for PBA is higher than for ISMA from the comparison between increase in the combination of non-popular product brands and non-popular internet shopping malls and decrease in the combination of popular product brands and popular internet shopping malls. The conclusion is that PBA has more significant influences on the perceived risk than ISMA. When consumers have a problem with their products purchased in an internet shopping mall, they ascribe it to a product's fault rather than internet shopping malls'.
As a summary, PBA influences the perceived risk of the consumers more than ISMA does.
Key Words : product brand awareness, internet shopping mall awareness, perceived risk, product category
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