온라인 수산물거래에서 외재적 품질신호가 품질속성 지각에 미치는 영향

Recently, the magnitude of electronic commerce in the food sector including seafood is increasing sharply. This phenomenon was unanticipated because the quality of food products could not be assured online. Internet food stores want to know how consumers evaluate the quality of food products. But there have been few studies how consumers perceive the food quality in online transaction. So, this study investigated how consumers used extrinsic quality cues to evaluate perceived quality attributes in electronic commerce for seafood.Depending on MANOVA analysis, extrinsic quality cues(country-of-origin(COO) and traceability) influenced perceived quality attributes(experience and credence attributes). And traceability was more influential than COO in perceiving the differences among quality attributes. The influential relationship was not moderated by demographic variables(sex, age, and education level). These results meant that electronic commerce systems for seafood were more required to utilize traceability information than COO and not to segment cyber market by demographic criteria for facilitating electronic commerce for seafood.