중개자 신뢰, 판매자 신뢰, 거래의도 사이의 관계에 있어서 젠더 차이 －온라인 쇼핑환경을 중심으로－
Gender Differences in the Relationship among Intermediary Trust, Seller Trust, and Transaction Intention in Online Shopping Context
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초록
‘온라인 신뢰와 거래의도 또는 행위에 있어서 젠더 차이가 존재하는가?’는 정보시스템 분야에서 연구의 필요성이 꾸준히 제기되어온 연구질문임에도 불구하고, 젠더 차이에 대한 연구는 매우 부족한 상황이다. 또한 젠더 차이를 연구한 소수의 연구들조차 온라인 마켓플레이스를 대상으로 하지 않았다. 본 연구의 목적은 온라인 마켓플레이스를 대상으로 온라인 신뢰와 행위에 있어서 젠더의 역할에 대한 보다 깊이 있는 이해를 제공하는데 있다. 이를 위해 본 연구는 소유(중개자)와 판매(판매자)가 분리된 온라인 마켓플레이스의 특징을 반영하는 신뢰 모형을 개발하고 젠더 차이를 검토하였다. 설문은 지마켓과의 거래 경험이 풍부한 소비자를 대상으로 하였으며, 총 747개의 데이터를 분석에 활용하였다. 연구 결과, 기존 연구에서 발견되지 않은 사실들을 파악할 수 있었다. 먼저, 여성은 거래의사결정에 있어서 중개자 신뢰와 판매자 신뢰를 모두 중시하는 반면, 남성은 중개자 신뢰만을 중시하였다. 둘째, 남성은 신뢰형성에 있어서 중개자 신뢰와 판매자 신뢰 사이의 양방향적 신뢰전이 메커니즘에 의존하지만, 여성은 중개자 신뢰로부터 판매자 신뢰로의 단방향적 신뢰전이 메커니즘에 의존하는 것으로 나타났다.
Abstract
Whether there exist gender differences in online trust and transaction behavior is an important research question that has been frequently suggested in information systems literature. However reality is totally different. Only a few studies has investigated gender differences in online context. Further, even those studies has not dealt with online marketplace as a focal research context although online marketplace is today's most popular type of online shopping. The purpose of this study is to provide a deeper understanding of gender role in online marketplace. For this, the study develops and tests a trust model which reflects a feature of online marketplace that owner(intermediary) and seller differ. The respondent for the study is consumers with much transaction experience in G-market. The empirical result based on 747 survey responses reveals two significant findings. First, females consider both trust in intermediary and trust in sellers as important factors for transaction decision, while males do only trust in intermediary. Second, females rely on a uni-directional trust transfer mechanism from intermediary trust to sellers trust, while males depend on bi-directional between intermediary and sellers.
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