Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of Trust Building Degree and Method in E-Commerce on Service Quality

전자상거래에서 신뢰의 구축 정도와 방법이 서비스 품질에 미치는 영향

  • 서창적 (서강대학교 경영대학 경영학부) ;
  • 전희준 (서강대학교 대학원 경영학과) ;
  • 김영택 (경기대학교 경영학부)
  • Published : 2003.06.01
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Abstract

This research addresses familiarity and degree of using Internet site and trust building to affect service quality in e-commerce. We assume that the familiarity and frequency of using Internet site affect perceived service quality of customer. Also it assumes that customer's trust building intermediates their relationships. Several hypotheses are set to test these assumptions empirically. Consequently, the results show that familiarity of using Internet site affects customer's perceived service quality significantly except for tangible. Also it is found that degree of customer's trust building intermediates the relationship between familiarity of using Internet site and customer's perceived service quality significantly. For gaining good trust of customer in Internet site, we suggest that familiarity should fit into customer's needs.

Keywords

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