정보의 비대칭성으로 인한 공급업체, 인터넷 중간상 및 소비자간의 대리관계에 관한 연구

An Empirical Study on the Agency Relationships of Suppliers, Internet intermediaries and Consumers by Information Asymmetry

&nbsp;&nbsp;The objective of this research is to ascertain effects of agency relationships of suppliers, internet intermediaries and consumers by information asymmetry. The results of this research can expand the area of agent theory on internet intermediary&quot;s role especially. To achieve these objectives of this research, the hypotheses were proposed through literature review and samples from marketing managers of internet shopping mall were collected. For the analysis of data, reliability test, validity test, factor analysis, covariance structural analysis were used with SPSSWIN package and LISREL8.12.<BR>&nbsp;&nbsp;The major findings of this research are as follows. First, the results of empirical tests could ascertain the increasing of information asymmetry by internet intermediary. It is to be opposite of prior research, which assert the decreasing of information asymmetry. Also it could ascertain the positive effects of information asymmetry to agency relationships of suppliers and internet intermediaries.<BR>&nbsp;&nbsp;Second, it could ascertain the positive effects of agency relationships of suppliers and internet intermediaries(prequalification, compensation, screening) to internet intermediary&quot;s investment on customer bonds. Third, it could ascertain the positive effects of agency relationships of suppliers and internet intermediaries to consumer&quot;s willingness to pay price-premium.