전자상거래에서의 신뢰 형성을 위한 단서적 신뢰의 역할

국문 초록 (Abstract)

인터넷 쇼핑이 확산되면서 ‘신뢰’는 소비자의 웹사이트 선택, 재구매 의도와 관련된 중요한 요인이 되어 왔다. ‘신뢰’는 전자상거래 분야에서 단일차원의 개념을 넘어 다차원적 개념으로 확장되고 있다. 본 연구는 온라인 상점에 대한 신뢰의 형성 과정을 다차원적인 관점에서 조사하는데 목적을 두었다. 신뢰의 개념을 단서 기반 신뢰(cue-based trust)과 경험 기반 신뢰(experience-based trust)로 분류하였으며 온라인 상점에서 두 신뢰 개념의 관련성을 조사하였다. 또한 본 연구는 단서 기반 신뢰와 경험 기반 신뢰의 영향 요인들을 파악하였다. 단서 기반 신뢰는 경험 기반 신뢰와 다른 개념으로 확인되었으며, 두 신뢰 개념들은 상호 연관성을 보여 주었다. 둘째, 단서 기반 신뢰에는 온라인 쇼핑몰의 지각된 크기, 지각된 평판, 환불정책이 영향을 미치는 것으로 파악되었으며, 경험 기반 신뢰에 영향을 주는 요인으로는 탐색기능성, 정보 유용성, 상호의존성이 제시되었다.

다국어 초록 (Multilingual Abstract)

As Internet shopping is getting popular, “trust” has become an important factor for customers to select websites and have repurchase intention. “Trust” has been developed from uni-dimensional concept to multi-dimensional concept in e-Commerce area. From the multi-dimensional viewpoint, this study is to investigate the processes to build trust for online stores. For this purpose, this study classifies the concept of trust into cue-based trust and experience-based trust, and then investigates their relationship in online stores. This study also identifies factors that explain cue-based trust and experience-based trust. The result from questionnaire survey distinguished cue-based trust from experience-based trust and both trust concepts are correlated each other. Second, cue-based trust is explained by perceived size, perceived reputation, and return policy, while experience-based trust is done by navigation, information usefulness and interactivity.

목차 (Table of Contents)

• 초록
• ABSTRACT
• 1. 서론
• 2. 연구의 이론적 배경
• 3. 연구 모형과 가설
• 4. 연구 방법
• 5. 결론
• 참고문헌
• 저자소개

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