인터넷 쇼핑몰에서의 온라인신뢰에 대한 문화의 영향력 연구

• 영문명: A Study of Impact of Culture on Online Trust in the Internet Shopping Mall
• 발행기관: 한국통상정보학회
• 저자명: 정용균(Young-Kyun Chung)
• 간행물 정보: 『통상정보연구』제11권 제1호, 67~92쪽, 전체 26쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2009.03.30

영문 초록

This study investigates the relationship between Culture and online trust in three cultural dimensions: individualism, collectivism and long term orientation. For this purpose, this study proposes the empirical hypothesis to test the implication of the proposed model. The results are as follows. First, the purchase intention is influenced by the online trust in statistical sense. Second, the relationship between Culture and the antecedents of online trust are statistically established in three cultural dimensions: individualism, collectivism and long term orientation. The direction of future research is to develop the more refined hypothesis to test the empirical model in the field of on line trust and culture.

목차

Ⅰ. 서론

Ⅱ. 선행연구

Ⅲ. 연구모형과 가설

Ⅳ. 분석결과

Ⅴ. 함축성

Ⅵ. 결론

참고문헌

Abstract

키워드

Online Trust Culture Internet Shopping Mall