웹거래의 신뢰성에 대한 보안요인의 영향에 관한 연구
A Study of the Effect of the Security Factors in the Trust of B2C
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
본 연구는 TRA모형을 보안요인, 신뢰성요인 및 인지위험요인과 통합하여 웹 거래와 관련된 소비자수용을 예측하는 것이 주된 목적이다. 특히 본 연구에서 제시되고 있는 보안요인은 기술지향적인 웹거래의 환경이 필연적으로 수반하게 되는 불확실성이 존재할 때 매우 중요한 결정변수의 역할을 할 수 있다. 따라서 본 연구에서는 보안요인과 TRA요인에 중점을 두고 웹거래의 신뢰성과 관련된 모형을 구축하였으며 또한 이와 같은 요인들이 동시에 웹사이트 거래의도에 영향을 미치는 것으로 모형화 되었다. 아울러 보안요인, 신뢰성요인 및 인지위험요인이 TRA의 변수들과 어떻게 통합적으로 모형화 될 수 있는지에 대한 가능성을 파악하는 것을 부수적 연구목적으로 설정하였다. 연구결과 부인방지, 프라이버시 및 무결성요인들이 웹거래의 신뢰성에 중요한 요인으로 작용한다는 것이 밝혀졌다. 이와 함께 본 연구에서는 행동과학적 혹은 환경적 차원에서 인지위험요인을 분류하였지만 인지위험요인과 관련된 보다 세부적 요인들을 확인하는 것도 필요한 것으로 밝혀졌다. 추후 연구에서는 보안관련요인들의 성격과 역할에 관련된 보다 세부적인 연구가 필요한 것으로 나타났다.
Abstract
The spatial and temporal separation between consumers and web retailers and the unpredictability of the internet infrastructure generate an implicit uncertainty around on-line transactions. Hence, B2C e-commerce is associated with an important delegation of authority that consumers surrender during on-line transactions. Thus, the open nature of the internet as a transaction infrastructure and its global nature create uncertainty around on-line transactions, and this makes security control, trust and risk crucial elements of e-commerce. Therefore, perceptions of security control, trust and risk are likely to be important factors in predicting B2C e-commerce acceptance. This research aims to provide a basic model that predicts consumer's acceptance of e-commerce by explaining their intentions when using internet technology for infrastructure. The model includes customer trust as the mediating factor of the relationship. The major factors in the security control are authentication, nonreputation, confidentiality, privacy protection and data integrity. To represent customer acceptance of e-commerce, the model was based on the TRA model. TRA represents user acceptance of information systems or information technologies with three constructs: attitude toward using, behavioral intention to use, and actual use. The result shows that the security control had a significant effect on the e-commerce, however, individual factors among the security control had a different effect.
참고문헌 (33)
- "Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage", 24, pp.665~694 (2000)
- "Assessing a Firm's Web Presence:A Heuristic Evaluation Procedure for the Measurement of Usability", 13, pp.168~186 (2002)
- "Building Trust in Electronic Commerce", 2, pp.61~63 (2000)
- "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice-Hall.
- "Security Considerations of Doing Business via the Internet Cautions to be Considered", 7, pp.9~15 (1997)
- "Securing the Commercial Internet", 39, pp.29~35 (1996)
- "Trust and E-commerce:A Study of Computer Perceptions", 2, pp.203~215 (2003)
- "A Model of Perceived Risk and Intended Risk-Handling Activity", 21, pp.119~134 (1994)
- "Security Implications of Electronic Commerce A Survey of Consumers and Businesses", 9, pp.372~382 (1999)
- "Planning for Internet Security", 14, pp.41~46 (1997)
- "E-Commerce:The Role of Familiarity and Trust", 28, pp.725~737 (2000)
- "Trust and TAM in Online Shopping:An Integrated Model", 27, pp.51~90 (2003)
- "The Relative Importance of Perceived Ease-of-Use in IS Adoption:A Study of E-Commerce Adoption", 1, pp.1~30 (2000)
- "Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers", 30, pp.395~410 (2000)
- "Structural Equation Modeling with LISREL" (1987), Johns Hopkins Press.
- "Building Consumer Trust Online", 42, pp.80~85 (1999)
- "Consumer Reactions to Electronic Shopping on the World Wide Web", 1, pp.84~86 (1997)
- "Consumer Trust in an Internet Store:A Cross-Cultural Validation", 5, pp.45~58 (1999)
- "A Guide to the Program and Application" (1989), SPSS Inc.
- "The Development of Initial Trust in and Online Company by New Customer", 41, pp.377~397 (2004)
- "Trust Model for Consumer Internet Shopping", 6, pp.75~91 (2001)
- "Trust and Distrust:New Relationships and Realities", 23, pp.438~458 (1998)
- "Towards an Understanding of the Behavioral Intentions to Usable Web Site", 20, pp.197~208 (2000)
- "An Integrative Model of Organizational Trust", 20, pp.709~734 (1995)
- "Developing and Validating Trust Measures for E-Commerce:A Integrative Typology", 13, pp.334~359 (2002)
- "What Trust Means in E-Commerce Consumer Relationships:An Interdisciplinary Conceptual Typology", 6, pp.35~60 (2002)
- "Business Use of the World Wide Web A Report on Further Investigation Internet", 18, pp.291~314 (1999)
- "Extending the TAM for a WWW Context", 38, pp.217~230 (2001)
- "How User Perceptions Influence Software Use", 14, pp.58~65 (1997)
- "Building Trust Online", 2, pp.10~12 (2000)
- "Richness Versus Parsimony in Modeling Technology Adoption Decisions-Understanding Merchant Adoption of a Smart Card-Based Payment System", 12, pp.208~224 (2001)
- "Towards a Generic Model of Trust for Electronic Commerce", 5, pp.61~74 (2001)
- "Why Don't Men Ever Stop to Ask for Directions? Gender,Social Influence,an Their Role in Technology Acceptance and Usage Behavior", 24, pp.132~145 (2000)