인터넷쇼핑몰의 소비자기만 행동에 관한 내용분석

Abstract

As growing Internet shopping, a lot of deceptive behaviors of shopping mall also have been increasing. This study was to collect and classify about 1,005 consumer deception cases of the actual damage in e-commerce. The study adopted the information deception frame of Xiao and Benbasat(2011) based on the technology for manipulating information and the specific implementation techniques. After content analysis, we found consumer deception behaviors relating to no delivery, bad product, service failures, information misrepresent, mall closing, contact point deleting, contract change, false advertising, change of return policy, etc. In the view point of the technology for manipulating information, there found more falsification, and then equivocation and concealment in Korean sample. In addition, there found more manipulation of information content, and then manipulation of information presentation and manipulation of information generation in the view point of the specific implementation techniques. This study not only enhances our conceptual understanding of the deception but also suggest more effective solutions to reduce the deception in internet shopping.