우리나라 전자상거래 분야의 연구동향과 방법론적 고찰

초록

Purpose: The main purpose of this study is to analyze and systematically organize the current trends of empirical studies that have been carried out in the field of e-Commerce. Furthermore, by actively grafting an advanced statistical theory, based on structural equation modeling, into e-Commerce empirical studies, this study helps to clarify future e-Commerce related empirical studies. Composition/Logic: This paper begins with an introduction discussing the need and the background of this study. Section 2 deals with the research trends of e-Commerce and analyzes e-Commerce related studies that were conducted between 2011~2015 in Korea. Section 3 points out the methodological problems in empirical research. To be specific, these problems include issues related to the application of the structural equation modeling, multicollinearity, and common method bias. Section 4 attempts to seek methodological improvements to each of these problems. Lastly, the conclusion presented in Section 5 provides the overall summary and implications of this study. Findings: In structural equation modeling, there is a strong need to utilize confirmatory factor analysis for developing a scale or comparing the means between groups. Moreover, the issues related to the use of indicators should be connected with the choice of analysis tools so that the methods corresponds with the purpose of the research. Furthermore, there is a strong necessity to raise the reliability of research results through clarifying the diagnosis and measure of multicollinearity, which is very likely to occur in empirical analysis. This study proposes a way to achieve high reliability. Lastly, since there is a high possibility that common method bias may distort the research results, this ought to be diagnosed and treated effectively. Originality/Value: This study introduces statistical methodology, which is highly demanded these days, for elaborating and clarifying the research in e-Commerce empirical studies. In this respect, this study has a considerable significance in that it presents various potential methodological problems and seeks to find solutions to these problems. This study is expected to contribute toward - not only the expansion of related empirical studies but also greater accuracy of these studies.

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