초록 close

The purpose of the study is to learn the consumer trust of university students in internet shopping of sports commodities. The subjects were 419 university students being in school in Jun La Buk Do(Jun La province) have been surveyed. 246 male students, while 173 female. For trust rate check, "consumer trust rate during internet shopping check sheet(trust rate a=0.76)" by Lee Yong Gyoon and Lee Gyoo Yong has been used. By using statistics program of Spsspc10.0 for data processing, results have been obtained as follows after performing technical statistics, variance analysis and regression analysis. 1. Among society and population study backgrounds, there has been difference in consumer trust according to gender(p<.05), but no difference according to family types.(p>.05) 2. Shopping path, selection criteria on shopping mall and the reason for purchase of commodities have influence on consumer trust(p<.05) 3. There has been difference in consumer trust according to career of internet use(p<.05). 4. There has been no difference in consumer trust according to hours of daily internet use(p<.05) From the results above, the conclusion is that when university students purchase sports commodities using internet, they consider the stability of the company, the scale of the shopping mall company, etc.