| Abstract |
| Recently, in the arena of online shopping, the gap between offline channel and online channel tends to be narrowed significantly. Though previous studies also represent this trend, it still remains ambiguous how much offline trust has a significant influence on user`s online shopping behaviors. Furthermore, those research issues such as how individual neuroticism, uncertainty, and transaction cost plays an important role in explaining user`s online shopping satisfaction and continuance intention. In this sense, this study aims to organize a new research model including offline trust, uncertainty, transaction cost, satisfaction, and continuance intention. Especially, we are interested in investigating how much moderating effects the individual neuroticism possesses for the paths among the rest of constructs. By using 406 valid questionnaires, we found empirically that transaction cost affects user`s online shopping continuance intention, but it has no influence on satisfaction. The individual neuroticism has full moderating effects on the paths on the rest of constructs included in the proposed research model. |
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| Key Words |
| 온라인 채널, 오프라인 채널, 불확실성, 전환비용, 조절효과, 개인의 뉴로티시즘, 지속구매의도, Online Channel, Offline Channel, Uncertainty, Moderating Effects, Individual Neuroticism, Continuance Intention |
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