Does Trust Really Matter in Electronic Shopping? A Comparison Study of Korean, Taiwanese, and UK Consumers
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Electronic shopping has become an ever-increasing phenomenon in the online business world. A conceptual challenge in exploring the role of trust in e-commerce is translating an inherently individual level concept, particularly in a repurchasing context, but a complete understanding of consumer trust, attitudes and repurchasing intentions is still limited. Previous studies reveal that numerous consumers do not trust most firms, which deal with electronic business. Using a cross-cultural approach, this study empirically examines the impact of levels of consumer trust on repurchasing intentions through the mediating variable, internet usage behavior. Based on responses from three countries (South Korea, Taiwan and UK), the results show that consumers have different levels of trust on repurchasing intentions, indicating that there are different relationships between trust, repurchase intent, and internet usage behavior. Managerial implications and future research directions are also discussed.
Abstract
Electronic shopping has become an ever-increasing phenomenon in the online business world. A conceptual challenge in exploring the role of trust in e-commerce is translating an inherently individual level concept, particularly in a repurchasing context, but a complete understanding of consumer trust, attitudes and repurchasing intentions is still limited. Previous studies reveal that numerous consumers do not trust most firms, which deal with electronic business. Using a cross-cultural approach, this study empirically examines the impact of levels of consumer trust on repurchasing intentions through the mediating variable, internet usage behavior. Based on responses from three countries (South Korea, Taiwan and UK), the results show that consumers have different levels of trust on repurchasing intentions, indicating that there are different relationships between trust, repurchase intent, and internet usage behavior. Managerial implications and future research directions are also discussed.
참고문헌 (92)
- ACNeilsen, "2006-2007 Media Index", ~ (2007)
- Anderson, Erin, "Determinants of continuity in conventional industrial channel dyads", Marketing Science, 8(4), pp.310~323 (1989)
- Anderson, James C, "Structural equation modeling in practice: a review and recommended two step approach", Psychological Bulletin, 103, pp.411~423 (1988)
- Armstrong, J. Scott, "Estimating nonresponse bias in mail survey", Journal of Marketing Research, 14, pp.396~402 (1977)
- Atuahene-Gima, Kwaku, "When does trust matter? Antecedents and contingent effects of supervisee trust on performance in selling new products in China and the United States", Journal of Marketing, 66(3), pp.61~81 (2002)
- Ba, Sulin, "Establishing online trust through a community responsibility system", Decision Support Systems, 31, pp.323~336 (2001)
- Balbinotti, Marcos A. A, "Translation and validation of the Graham-Harvey survey for the Brazilian context", International Journal of Managerial Finance, 3(1), pp.26~48 (2006)
- Brady, Michael K, "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study", Journal of Business Research, 51, pp.53~60 (2001)
- Brengman, Malaika, "Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation", Journal of Business Research, 58, pp.79~88 (2005)
- Bozdogan,Hamparsum, "Model selection and Akaike’s Information Criterion (AIC): The general theory and its analytical extensions", Psychometrika, 52(3), pp.345~370 (1987)
- Burt, Steve, "E-commerce and the retail process: a review", Journal of Retailing and Consumer Service, 10, pp.275~286 (2003)
- Burton, Jamie, "A positioning typology of consumers’ perceptions of the benefits’ offered by successful service brands", Journal of Retailing and Consumer Services, 13, pp.301~316 (2006)
- Chau, Patrick Y. K, "Examining customers’ trust in online vendors and their dropout decisions: an empirical study", Electronic Commerce Research and Application, 6, pp.171~182 (2007)
- Chiang, Kuan-Pin, "Factors driving consumer intention to shop online:an empirical investigation", Journal of Consumer Psychology, 13(1), pp.177~183 (2003)
- Cho,Jinsook, "The mechanism of trust and distrust formation and their relational outcomes", Journal of Retailing, 82, pp.25~35 (2006)
- Crosby, Lawrence A, "Relationship Quality in Services Selling: An Interpersonal Influence Perspective", Journal of Marketing, 54(3), pp.68~81 (1990)
- De Jong, Martin, "Relaxing measurement invariance in cross-cultural consumer research using a hierarchical IRT model", Journal of Consumer Research, 34, pp.260~278 (2007)
- Doney, Patricia M, "An examination of the nature of trust in buyer-seller relationships", rnal of Marketing, 61(2), pp.35~51 (1997)
- Doney, Patricia M, "Understanding the Influence of National Culture on the Development of Trust", The Academy of Management Review, 23(3), pp.601~602 (1998)
- Drennan, J, "Privacy, risk perception and expert online behavior: an exploratory study of household end users", Journal of Organizational and aend User Computing, 18(1), pp.1~22 (2006)
- Eagly, Alice H, "The Psychology of Attitudes" (1993), Harcourt College Publishers
- Edwards, Bryan D, "An examination and evaluation of frequency-based personality measurement", Personality and Individual Differences, 43(4), pp.803~814 (2007)
- Flavián, Carlos, "The role played by perceived usability, satisfaction and consumer trust on website loyalty", Information & Management, 43, pp.1~14 (2006)
- Fornell, Claes, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Garbarino, Ellen, "The different roles of satisfaction, trust and commitment in relationships", Journal of Marketing, 63, pp.70~87 (1999)
- Gefen, David, "Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-products and e-services", Omega, 32, pp.407~424 (2004)
- Geyskens, Inge, "Generalizations about trust in marketing channel relationships using meta-analysis", International Journal of Research in Marketing, 15, pp.228~248 (1998)
- Gill, Harjinder, "Antecedents of trust: establishing a boundary condition for the relation between propensity to trust and intention to trust", Journal of Business and Psychology, 19(3), pp.287~302 (2005)
- Grabner-Kräuter, Sonja, "The role of consumers’ trust in online shopping", Journal of Business Ethic, 39, pp.43~50 (2002)
- Grabner-Kräuter, Sonja, "Empirical research in on-line trust: a review and critical assessment", International Journal of Human-Computer Studies, 58, pp.783~812 (2003)
- Grewal, Dhruv, "The Effects of Buyer Identification and Purchase Timing on Consumers’ Perceptions of Trust, Price Fairness, and Repurchase Intentions", Journal of Interactive Marketing, 18(4), pp.87~100 (2004)
- Ha, Hong-Youl, "Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction, and Brand Trust", Journal of Consumer Behavior, 4(6), pp.438~452 (2005)
- Hardin,Russell, "The street-level epistemology of trust", Politics & Society, 21, pp.505~529 (1993)
- Harris, Lloyd C, "The four levels of loyalty and the pivotal role of trust: a study of online service dynamics", Journal of Retailing, 80, pp.139~158 (2004)
- Hassanein, Khaled, "Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping", International Journal of Human-Computer Studies, 65, pp.689~708 (2007)
- Heijden, Han van der, "Understanding online purchase intentions: contributions from technology and trust perspectives", European Journal of Information Systems, 12, pp.41~48 (2003)
- Hennig-Thurau, T, "The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development", Psychology & Marketing, 14(8), pp.737~764 (1997)
- Hofstede,Geert, "Culture’s consequences: comparing values, behaviors, institutions, and organizations across nations" (1980), Sage
- Hulland,John, "Use of the partial least squares (PLS) in strategic management research: a review of four recent studies", Strategic Management Journal, 20, pp.195~204 (1999)
- Hurley,Robert F, "The decision to trust", Harvard Business Review, 84(9), pp.55~62 (2006)
- Hwang, W, "Internationalization of ecommerce: a comparison of online shopping preferences among Korean, Turkish and US populations", Behaviour & Information Technolog, 25(1), pp.3~18 (2006)
- Ishii, Kenichi, "A comparative study of media cultures among Taiwanese and Japanese youth", Telematics and Informatics, 23(2), pp.95~116 (2006)
- Jackson, Paul R, "New measures of job control, cognitive demand, and production responsibility", Journal of Applied Psychology, 78(5), pp.753~762 (1993)
- Jowell, Roger, "Measuring Attitudes Cross-Nationally" (2007), Sage Publications
- Knack, Stephen, "Does Social Capital have an Economic Payoff? A Cross-Country Investigation", Quarterly Journal of Economics, 112, pp.1251~1288 (1997)
- Kim, Kyu, "Initial trust, perceived risk, and the adoption of internet banking", Proceedings of the twenty first international conference on Information systems, pp.537~543 (2000)
- Koehn,Daryl, "The nature of and conditions for online trust", Journal of Business Ethics, 43, pp.3~19 (2003)
- Lee, Jenny-Ann L. M, "Problems translating a questionnaire in a cross-cultural setting", Preventive Veterinary Medicine, 41, pp.187~194 (1999)
- Lewicki, Roy J, "Trust and distrust: new relationships and realities", Academy of Management Review, 23(3), pp.438~458 (1998)
- Lewicki, Roy J, "Trust in relationships: a model of trust development and decline, In Conflict, Cooperation", pp.133~173 (1995), Jossey-Bass
- Likert,Rensis, "A technique for measurement attitudes", Archives of Psychology, 140, pp.1~55 (1932)
- Liu, Chang, "American and Taiwanese Perceptions Concerning Privacy, Trust, and Behavioral Intentions in Electronic Commerce", Journal of Global Information Management, 12(1), pp.18~40 (2004)
- Madden, Thomas J, "Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences", Journal of International Marketing, 8(4), pp.90~107 (2000)
- Mattila,Anna S, "The Role of Culture and Purchase Motivation in Service Encounter Evaluations", Journal of Services Marketing, 13(4), pp.376~389 (1999)
- Maurer, Todd J, "A Comparison of Likert Scale and Traditional Measures of Self-Efficacy", Journal of Applied Psychology, 83(2), pp.324~329 (1998)
- McGorry,Susan Y, "Measurement in Cross-cultural Environment: Survey Translation Issues", Qualitative Market Research: An International Journal, 3(2), pp.74~81 (2000)
- McKnight, D. Harrison, "What Trust Means in E-commerce Customer Relationships: An Interdisciplinary Conceptual Typology", International Journal of Electronic Commerce, 6(2), pp.35~59 (2002)
- McKnight, N.L. Cummings, "Initial Trust Formation in New Organiza", Academy of Management Review, 23(3), pp.473~490 (1998)
- Morahan-Martin, J, "Incidence and Correlates of Pathological Internet Use among College Students", Computers in Human Behavior, 16(1), pp.13~29 (2000)
- Morgan, Robert M, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(2), pp.20~38 (1994)
- Mullen,Michael R, "Diagnosing Measurement Equivalence in Cross-national Research", Journal of International Business Studies, 26, pp.573~596 (1995)
- Papadopoulou, Panagiota, "Trust and Relationship Building in Electronic Commerce", Internet Research: Electronic Networking and Policy, 11(4), pp.322~332 (2001)
- Pavlou,Paul A, "Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model", International Journal of Electronic Commerce, 7(3), pp.101~134 (2003)
- Pavlou, Paul A, "What Drives Electronic Commerce across Cultures? A Cross-cultural Empirical Investigation of the Theory of Planned Behavior", Journal of Electronic Commerce Research, 3(4), pp.240~253 (2002)
- Peterson,Robert A, "On the Use of College Students in Social Science Research: Insights from a Second-order Meta-Analysis", Journal of Consumer Research, 28, pp.450~461 (2001)
- Ommundsen, R, "Attitudes toward Illegal Immigration: A Cross-national Methodological Comparison", Journal of Psychology, 136(1), pp.103~110 (2002)
- Ranaweera, Chatura, "The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting", International Journal of Service Industry Management, 14(4), pp.374~395 (2003)
- Ribbink, Dina, "Comfort your online customer: quality, trust and loyalty on the internet", Managing Service Quality, 14(6), pp.446~456 (2004)
- Richins, Marsha L, "A Consumer Value Orientation for Materialism and Its Measurement: Scale Development and Validation", Journal of Consumer Research, 19, pp.303~316 (1992)
- Rotter,J.B, "Generalized Expectancies for Interpersonal Trust", American Psychologist, 26, pp.443~452 (1971)
- Rousseau, Denise M, "Not So Different After All: A Cross-discipline View of Trust", Academy of Management Review, 23(3), pp.393~404 (1998)
- Shapiro, D., "Business on a Handshake", The Negotiation Journal, 365~378 (1992)
- Sharma, Subhash, "A Simulation Study to Investigate the Use of Cutoff Values for Assessing Model Fit in Covariance Structure Models", Journal of Business Research, 58(7), pp.935~943 (2005)
- Simon, Steven J, "Attitudes towards Product Website Design: A Study of the Effects of Gender", Journal of Marketing Communications, 11(2), pp.129~144 (2005)
- Singh, Jagdip, "Agency and Trust Mechanism in Consumer Satisfactionjh and Loyalty Judgments", Journal of Academy of Marketing Science, 28(1), pp.150~167 (2000)
- Sirdeshmukh, Deepak, "Consumer Trust, Value, and Loyalty in Relational Exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)
- Soars, Ana M, "Hofstede’s Dimensions of Culture International Marketing Strategies", Journal of Business research, 60(3), pp.277~284 (2007)
- Steenkamp, Jan-Benedict E.M, "Assessing Measurement Invariance in Cross-national Consumer Research", Journal of Consumer Research, 25, pp.78~90 (1998)
- Steenkamp, Jan-Benedict E.M, "International Market Segmentation: Issues and Perspectives", International Journal of Research in Marketing, 19, pp.185~213 (2002)
- Taylor, Steven A, "The Impact of Loyalty with e-CRM Software and e-services", International Journal of Service Industry Management, 13(5), pp.452~478 (2002)
- Teach, Richard D, "University Student Etailing: A Marketing Study at the Entrepreneurship Interface", International Journal of Entrepreneurial Behavior & Research, 9(4), pp.133~145 (2003)
- Trifts, Valerie, "Information Availability and Consumer Preference: Can Online Retailers Benefit from Providing Access to Competitor Price Information?", Journal of Consumer Psychology, 13(1), pp.149~159 (2003)
- Urban, G.L, "Placing Trust at the Center of Your Internet Strategy", Sloan Management Review, 42(1), pp.359~577 (2000)
- Wang, Paul Z, "Measuring Consumer Vanity: A Cross-cultural Validation", Psychology & Marketing, 23(8), pp.665~687 (2006)
- sle, Frank, "Problems in Establishing Norms for Cross-cultural Comparisons", International Journal of Psychology, 1(3), pp.257~262 (1966)
- Wick, Andrew C, "The Structure of Optimal Trust: Moral and Strategic Implications", Academy of Management Review, 24(1), pp.99~116 (1999)
- Wilson,David T, "An Integrated Model of Buyer-Seller Relationships", Journal of the Academy of Marketing Science, 23(4), pp.335~345 (1995)
- Yoh, Eunah, "Consumer Adoption of the Internet: The Case of Apparel Shopping", Psychology & Marketing, 20(12), pp.1095~1118 (2003)
- Zaheer, Akbar, "Does Trust Matter: Exploring the Effects of Interorganizational and Interpersonal Trust on Performance", Organization Science, 9(2), pp.141~159 (1998)
- Zajonc, Robert B, "Affective and Cognitive Factors in Preferences", Journal of Consumer Research, 9(2), pp.123~131 (1982)
