휴리스틱 - 체계적 정보처리 단서가 온라인 중고거래에서의 지각된 위험과 거래의도에 미치는 영향

The present study investigated the influence of information processing leads from a heuristic-systematic model on perceived risk and transaction intentions in online used goods transactions. A total of 894 South Korean adult consumers were recruited as participants, and they were quota sampled for gender, age, and place of residence. The analysis results were as follows. Online used goods transactions were found to be deeply related to daily life, as 81.8% of the respondents had experienced them. Second, online used goods buyers were found to judge their financial and performance risks using heuristic information processing leads, while their judgment of the risks of time loss and transaction fraud were found to be influenced by both heuristic and systematic information processing leads. Third, the method of transaction can vary depending on how the buyer perceives the risk of online used goods transactions. From these findings, the present study suggests the following improvements to online used goods transaction systems so that buyers can make the right decisions for themselves in online transactions. First, the composition of online posts should be standardized. Second, the intermediaries of online used goods transactions should present evidence with which the buyers can determine the reliability of information sources. Third, the intermediaries for online used goods transactions should encourage the use of direct or safe transaction methods.