E-Trust의 선행요인과 결과요인 간의 구조적 관계에 관한 연구
A Study on the Antecedents and Outcomes of E-Trust
0
조회
0
다운로드
18
인용
0
참고문헌
키워드
초록
많은 온라인 사용자들은 아직도 인터넷을 통해 구매하는 것을 꺼려하는 경향이 있다. 인터넷 쇼핑몰을 통한 구매행위는 해당 사이트에 의해 제시되는 정보에 상당부분 의존할 수밖에 없으며 개인 정보의 누출과 관련한 보안과 결제 안전성에 대한 문제의 심각성이 커지고 있기 때문이다. 이에 따라 인터넷 쇼핑몰들은 치열해지는 경쟁 환경에서 살아남기 위해 고객의 신뢰를 향상시키고 장기적 거래관계를 강화시킴으로써 경쟁우위를 확보하는 것이 필수요건이 되고 있다. 이에 본 연구는 인터넷 쇼핑몰의 신뢰에 영향을 미치는 선행요인(지각된 품질, 지각된 명성, 지각된 가치)과 전반적 신뢰와의 관계, 그리고 전반적 신뢰와 결과요인(지각된 위험, 사이트 의존의사, 사이트 재방문)과의 관계에 초점을 두었으며 선행요인들 간의 인과적 관계 및 결과요인들 간의 인과적 관계를 실증분석하여 신뢰의 선행요인과 결과요인들 간의 구조적 관계를 살펴보았다.인터넷 쇼핑몰 이용자를 대상으로 설문을 진행하였으며 신뢰성과 타당성 분석 및 구조방정식 모델분석을 통해 나온 결과를 요약하면 다음과 같다. 인터넷 쇼핑몰의 지각된 명성과 지각된 품질은 신뢰에 모두 긍정적인 영향을 주는 중요한 요인으로 나타났다. 이와 더불어 신뢰는 지각된 위험에 매우 유의한 영향을 미치는 것으로 나타났으며 지각된 위험을 거치지 않고도 사이트 재방문과 의존의사에 중요한 영향을 미치는 것으로 실증분석 결과 나타났다. 마지막으로 신뢰와 마찬가지로 지각된 위험은 사이트 재방문에 유의한 영향을 미치는 것으로 나타났다.
Abstract
Recently, as internet shopping mall users rapidly, a form of shopping changed from off line to on line. The rapid growth of customers and transaction volume through evolution of new media, internet, brings new problems to internet marketers. It is the most important task that how internet shopping mall operators obtain their customers trust and repeat buying. This empirical research investigates online shoppers for their trust dimensions for online retailers. The study aimed to determine whether e-trust antecedents(perceived reputation, perceived quality, perceived value) influence trust dimension and whether the multidimensional trust contributed differently to perceived risk and willingness to depend on e-retailers. Consequences of the research are as follows: First, it reveals that of reputation, web site quality of the internet shopping mall have influence upon trust dimension. Second, the higher level of trust consumers have, the higher level of willingness to depend and intent to revisit on the retailers they have. But level of perceive risk consumers have not influences on willingness to depend on the retailers. It is necessary for internet shopping mall to development its reputation and familiarity to obtain customer's trust. Accordingly, this research will be helping internet shopping mall insight for marketing strategies, constantly should study about action and mind of consumer.
참고문헌 (46)
- 이문규, "e-SERVQUAL: 인터넷서비스 품질의 소비자 평가 측정 도구", 17(1), pp.73~95 (2002)
- I, "The Theory of Planned Behavior", pp.179~211 (1991)
- Bauer, R.A, "Consumer Behavior as Risk Taking", pp.339~398 (2000)
- Berry, "Improving service quality in America Academy of Management Executive", pp.32~52 (1994)
- Bolton, "A longitudinal analysis of the impact of service changes on customer attitudes Journal of Marketing", pp.1~9 (1991)
- Bolton, "A multistage model of customers' assessments of service quality and value Journal of Consumer Research", pp.375~84 (1991)
- Chang, "Journal of the Academy of Marketing Science", pp.16~27 (1994)
- Chen, S.C, "Interpreting Dimensions of Consumer Trust in E-Commerce", 4, pp.303~318 (2003)
- A, "An introduction to intelligent interfaces", pp.1~26 (1989), Elsevier[DOI]
- Chiles, T.H, "Integrating variable risk preferences, trust, and transaction cost economics", 21(1), pp.73~99 (1996)
- Corritore, C.L, "Trust in the online environment", pp.1548~1552 (2001), Erlbaum, Mahway, NJ
- Dion, "Journal of Personality and Social Psychology", pp.285~290 (1972)
- Dodds, "Effects of price brand and store information on buyers' product evaluations Journal of Marketing Research", pp.307~19 (1991)
- Doney, P.M, "An examination of the nature of trust in buyer-seller relationships", 61, pp.35~51 (1997)
- Erdem, T, "Brand equity as a signaling phenomenon?", 7(2), pp.131~157 (1998)
- Featherman, M.S, "Predicting e-Services Adoption: A Perceived Risk Facets Perspective", 59(4), pp.451~474 (2003)
- Fung, R, "EC-Trust (Trust In Electronic Commerce): Exploring The Antecedent Factors", pp.517~519 (1999)
- Gallaugher, J, "Challenging the new conventional wisdom of net commerce strategies", 42(7), pp.27~29 (1999)
- "Determinants of long-term orientation in buyer-seller relationships Journal of Marketing", pp.1~19 (1994)
- Goodwin, "Consumer responses to service failures influence of procedural and interactional fairness perceptions Journal of Business Research", pp.149~63 (1992)
- Grewal, D, "Loyalty in e-Tailing: A Conceptual Framework", 23, pp.35~49 (2003)
- Hellier, P.K, "Customer Repurchase Intention", 37(11, pp.12) (2003), 1762~1800
- Hoffman, D.L, "Bridging the Racial Divide on the Internet", 17(2), pp.390~391 (1998)
- Hoffman, D.L, "Building Consumer Trust Online", 42(4), pp.80~85 (1999)
- Jarvenpaa, S. J, "Consumer Reactions to Electronic Shopping on the World Wide Web", 1(2), pp.59~88 (1997)
- Jarvenpaa, S.J, "Consumer Trust in an Internet Store : A Cross-Cultural Validation", 5(2), pp.112~122 (1999)
- Kellock, P, "The Production Of Trust In Online Markets", 16, pp.99~123 (1999)
- Landon, S, "The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine", 20, pp.289~323 (1997)
- Lee M.K.O, "A Trust Model For Consumer Internet Shopping", 6(1), pp.75~91 (2001)
- Lohse, G.L, "Quantifying the Effect of User Interface Design Features on Cyberstore Traffic and Sales", pp.211~218 (1998)
- Marcella, A.J, "Establishing Trust In Virtual Markets" (1999), The Institute Of International Auditors, Alamonte Springs, FL.
- Mayer, R. C, "An Integrative Model of Organizational Trust", 20(3), pp.709~734 (1995)
- McDougall, G.H.G, "Customer satisfaction with services: putting perceived value into the equation", 14(5), pp.392~410 (2000)
- McKnight, D.H, "Conceptualizing trust: a typology and ecommerce customer relationship model", pp.1~9 (2001)
- McKnight, D.H, "The impact of initial consumer trust on intentions to transact with a web site: a trust building model", 11, pp.297~323 (2002)
- Mcknight, D.H, "Developing And Validating Trust Measures For E- Commerce: An Integrative Typology", 13(3), pp.334~359 (2002)
- Merrilees, B.F, "E-trust: the influence of perceived interactivity on e-retailing users", 21(2), pp.47~56 (2003)
- Morgan, "The commitment-trust theory of relationship marketing Journal of Marketing", pp.20~38 (1994)
- Mowen, J.C, "Consumer behavior" (1998), Upper Saddle River, N.J.: Prentice Hall
- Poon, S, "An Exploratory Study of Small Business Internet Commerce Issues", 35, pp.9~18 (1999)
- Quelch, J.A, "The Internet and International Marketing", 37(1), pp.60~75 (1996)
- Singh, J, "Agency and Trust Mechanisms in Relational Exchanges", 28(4), pp.150~167 (2000)
- Schlosser, Ann E, "Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchasing Intentions", 70, pp.133~148 (2006)
- Standifird, S.S, "Reputation and e-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings", 27(3), pp.279~295 (2001)
- Wells, B.P, "Service quality in the insurance industry", 13(4), pp.462~477 (1995)
- A, "Modeling the impact of service quality on probability a review in Swartz Advances in Services Marketing and Management", pp.247~76 (1992), JAI Press