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Exploring Interpersonal Trust Online

안수경
한국패션비즈니스학회|2017.12|패션 비즈니스 (Journal of Fashion Business)|제21권 제6호|pp. 31-46|DOI https://doi.org/ 10.12940/jfb.2017.21.6.31

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참고문헌

키워드

identificationonline trustinterpersonal trusttrust in e-tailers
주제분류생활과학

초록

This study views the people’s propensity to rely on others’ evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer’s competence which subsequently increased a customer’s behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers.

Abstract

This study views the people’s propensity to rely on others’ evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer’s competence which subsequently increased a customer’s behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers.

참고문헌 (59)

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관련 논문AI추천

Fashion Consumer Segmentation based on Interpersonal Trust Online안수경한국패션비즈니스학회 · 패션 비즈니스2018 · 제22권 제3호The Power of Trust in the Relationship between Online Shopping Experience and Perceived Shopping Value이철, 유철우, 최영찬한국벤처창업학회 · 벤처창업연구2012 · 제7권 제1호Initial Trust with Unknown E-tailers in the Context of Online Gift ShoppingJaeha Lee, Seung-Eun Lee한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2010 · 제20권 제4호Effects of National Culture on the Development of Consumer Trust in Online Shopping김상훈, Daechun An경영연구소 · Seoul Journal of Business2008 · 제14권 제1호Measuring Trusts And The Effects On The Consumers’ Buying BehaviorNguyen Binh Minh LE, Thi Phuong Thao HOANG한국유통과학회 · 유통과학연구2020 · 제18권 제3호Does Trust Really Matter in Electronic Shopping? A Comparison Study of Korean, Taiwanese, and UK Consumers하홍열, Raphaël K. Akamavi경영연구소 · Seoul Journal of Business2009 · 제15권 제1호

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