전자상거래에서 신뢰의 이차원성

• 영문명: Bidimensionality of Trust in the Electronic Commerce
• 발행기관: 한국IT서비스학회
• 저자명: 김종기(Jongki Kim) 김상희(Sanghee Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제10권 제2호, 1~20쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

Due to the wide use of internet, electronic commerce market is gradually increasing but consumers still conceive various transaction-related problems. Various studies argue that those problems are obstructing trust in electronic commerce. Most studies on electronic commerce address that trust is measured as a single dimension in which factors obstructing trust are same as those of increasing distrust. However, this study doesn’t view trust as a single dimensional level but understands trust and distrust are bidimensional. This study also holds a viewpoint that they are influenced by different antecedents. According to the results of empirical analysis, the antecedents of trust have a significant explanatory power to trust and those of distrust have it to distrust. Other relations among the notions of trust and distrust. perceived risk and purchase intention as depicted in the research model are all statistically significant except the relation between distrust and purchase intention. This study shows a strong evidence of the bidimensionality of trust with separate antecedents.

목차

Abstract

1. 서론

2. 선행연구

3. 연구모형 및 가설

4. 실증 분석

5. 결론

참고문헌

〈부록〉

저자소개

키워드

Electronic commerce Trust Distrust Bidimensionality Perceived Risk Purchase Intention