Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Factors Influencing on Trust toward E-Commerce by Consumer Experience of Online Buying

소비자의 온라인 구매경험에 따른 전자상거래 신뢰형성 요인에 관한 연구

  • 박철 (고려대학교 경영정보학과) ;
  • 강병구 (고려대학교 경영정보학과)
  • Published : 2003.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This paper tried to identify factors influencing consumer trust of Internet shopping mall. There found five factors; validation & contact, security & protection, publicity & image, convenience & pleasure, and refund & delivery. There were differences of mean factor scores among consumer groups classified by frequency of online buying. Implications of the study and further research issue are discussed.

본 연구는 B2C 전자상거래의 활성화에 결정적인 역할을 하는 전자상거래 사이트에 대한 소비자 신뢰형성 요인을 다루었다. 기존의 온라인 신뢰형성에 관한 문헌을 정리하고, 총 336명의 소비자 설문조사를 통해 전자상거래 사이트에 대한 신뢰형성 요인을 확인접촉, 안전보호, 홍보이미지, 편리/즐거움, 그리고 환불배달의 차원으로 구분하였다. 또한 소비자의 온라인 구매경험별로 신뢰형성 요인의 차이를 살펴본 결과 구매 다빈도 집단일수록 확인접촉과 안전보호 요인을 신뢰형성이 중요한 요인으로 보았고, 무경험집단은 홍보이미지 요인을 상대적으로 중요시했으며, 구매 소빈도 집단은 중간형태를 취하는 것으로 나타났다. 이러한 결과는 소비자의 구매경험별로 신뢰형성 요인도 차이가 난다는 것을 보여줌으로써 전자상거래 사이트들이 사이트 전개단계별로 마케팅전략을 전개하고, 구매경험별로 고객을 관리하는데 시사점을 주고 있다.

Keywords

References

  1. 김충영, '사이버 공간에서의 신뢰', 2001년 한국경영정보학회 추계국제학술대회 발표논문집, 2001, pp.844-853
  2. 김형준, '신호체계를 이용한 온라인 쇼핑몰 신뢰형성에 관한 연구', 2001년 한국마케팅학회 춘계학술대회 발표논문집, 2001, pp.213-227
  3. 박성민, 이형재, '온라인 환경과 소비자 가격탐색', 한국마케팅학회 2001년 춘계 학술발표대회 발표논문집, 2001, pp.114-135
  4. 박종원, B. E. S. T., 온라인 시대의 소비자행동, 서울:법문사, 2002
  5. 박 철, '기업과 소비자간(B-to-C) 전자상거래에서 소비자 신뢰형성 요인에 관한 질적 연구', 소비자학연구, Vol. 13, No. 2, 2002, pp.207-233
  6. 윤성준, '웹 쇼핑몰 사이트 신뢰도의 결정 요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법', 경영학연구, Vol. 29, No. 3, 2000, pp.353-376
  7. 이춘열, 정승렬, 신길환, '인터넷 이용자의 사이트 신뢰성 결정 요인에 대한 연구', 2001년 한국경영정보학회 추계국제학술대회 발표논문집 2001, pp. 663-673
  8. 전자신문 2002년 1월 28일, 2001년 10월 5일자
  9. 한국소비자보호원 사이버소비자센터, 개인정보 보호 및 스팸메일에 대한 이용자 의식조사, 서울: 한국소비자보호원, 2000, www.cpb.or.kr
  10. 한국정보보호진흥원, 개인정보 침해신고 사례집, 서울:한국정보보호진흥원, 2001, www.kisa.or.kr/K_trend/KisaNews
  11. Alba, Joseph, John Lynch, Barton Weitz, Chris Janis-zewski, Richard Lutz, Alan Sawyer, and Stacy Wood, 'Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,' Journal of Marketing, Vol. 36, July 1997, pp.38-53
  12. Bauer, Hans H., Mark Grether, and Mark Leach, 'Customer Relations through the Internet,' Working paper, Department of Marketing, Mannheim University, 1999, http://ecommerce.mit.edu./forum/
  13. Camp, Jean, Trust and Risk in Internet Commerce, Cambridge, MA: MIT Press, 2000
  14. Cassell, Justine and Timothy Bickmore, 'External Manifestations of Trustwothinessin the Interface,' Communications of the ACM, Vol. 43, No. 12, 2000, pp.50-56
  15. Chircu, Alina M, Gordin B. Davis, and Robert J. Kauffman, 'Trust, Expertise, and E-Commerce Intermediary Adoption,' Proceedings of the 2000 Americas Conference on Information Systems, 2000, http://e-commerce.mit.edu/forum
  16. Donthu, Naveen and Adrina Garcia, 'The Internet Shopper,' Journal of Advertising Research, Vol. 39, No. 3, 1999, pp.52-58
  17. Egger, Florian N., 'Towards a Model of Trust for E-Commerce System Design,' http://www.zurich.ibm.com/~mrs/chi2000/contributions/egger.html, 2000
  18. Friedman, Batya, Peter Kahn, and Daniel Howe, 'Trust Online,' Communications of the ACM, Vol. 13, No. 12, 2000, pp.34-40
  19. Hoffman, Donna L. and Thomas P. Novak, and Marcos Perlta, 'Building Consumer Trust in Online,' Communications of the ACM, Vol. 42, No. 4, 1999, pp.50-56
  20. Javenpaa, Srikka L. and Noam Tractinsky, 'Consumer Trust in an Internet Store: A Cross- Cultural Validation,' Journal of Computer Mediated Communication, Vol. 5, No. 2, 1999, www.ascusc.org/jcmc/vol5/issue2/javenpaa.htm
  21. Kollock, Peter, 'The Production Trust in Online Markets,' E. J. Lawler, M. Macy, S. Thyne, and H. A. Walker eds., Advances in Group Process, 16, Greenwich, CT: JAI Press, 1999
  22. Lee, Matthew K. O. and Efraim Turban, 'A Trust Model for Consumer Internet Shopping,' International Journal of Electronic Commerce, Vol. 6, No. 1, 2001, pp.75-91
  23. Li, Kairong, Cheng Kuo, and Martha G. Russel, 'The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior,' Journal of Computer Mediated Communication, Vol. 5, No. 2, 1999, www. ascusc.org/jcmc/voI5/hairong.htm
  24. Liao, Ziqi, Michael Tow Cheung, 'Internet-based e-shopping and Consumer Attitudes: An Empirical Study,' Information & Management, Vol. 38, 2001, pp.299-306
  25. Lohse, Gerald, Steven Bellman, and Eric J. Johnson, 'Consumer Buying Behavior on the Internet: Findings from Panel Data,' Journal of Interactive Marketing, Vol. 14, No. 1, 2000, pp.15-29 https://doi.org/10.1002/(SICI)1520-6653(200024)14:1<15::AID-DIR2>3.0.CO;2-C
  26. McKnight, D. Harrison and Norman L. Chervany, 'What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology,' International Journal of Electronic Commerce, Vol. 6, No. 2, 2002, pp.35-59
  27. Moorman, Christine, Rohit Deshpand, and Gerald Zaltman, 'Factors Affecting Trust in Market Research Relationships,' Journal of Marketing Research, Vol. 57, No. 1, 1993, pp.81-101 https://doi.org/10.2307/1252059
  28. Park, Cheol, 'Discriminating Factors of Cyber Shoppers in Korea: Focused on Computer-Mediated Communications and Perceived Risks of Cyber Shopping,' Quarterly Journal of Electronic Commerce, Vol. 2 No. 2, 2001, pp.147-155
  29. Petty, Richard E. and John T. Cacioppo, Attitude and Persuation: Clash' and Comtemporarv Approaches. Dubuque. IA., 1981
  30. Ratnasingham, Pauline. 'The Importancc of Trust in Electronic Commerce.' Internet Research: Networking Applications and Policy, Vol. 8, No. 4, 1998, pp.313-321 https://doi.org/10.1108/10662249810231050
  31. Reicheld, Frederick F. and Phi Schefter, 'E -loyalty: Your Secret Weapon on the Web,' Harvard Business Review, Vol. 7, No. 8, 2000, pp.105-113
  32. Roy, Marie Christine, Oliver Dewit and Benoit A. Aubert, 'The Impact of Interface Usability on Trust in Web Retailers,' Internet Research: Networking Applications and Policy, Vol. 11, No. 5, 2001, pp.388-398 https://doi.org/10.1108/10662240110410165
  33. Schneiderman, Ben, 'Designing Trust into Online Experience,' Communications of the ACM, Vol. 43, No. 12, 2000, pp.57-59
  34. Schoder, Detlef and Pai-Ling Yin, 'Building Firm Trust Online,' Communications of the ACM, Vol. 43, No. 12, 2000, pp.73-79
  35. Swaminathan, Vanitha, Elzbieta Lepkowska-White, and Bharat P. Rao, 'Browsers or Buyers in Cyber-space? An Investigation of Factors Influencing Electronic Exchange,' Journal of Computer Mediated Communication, Vol. 5, No. 2, 1999, www.ascusc.org/jcmc/voI5/swaminathan.htm
  36. Tan, Yao-Hua and Walter Thoen, 'Toward a Generic Model of Trust for Electronic Commerce,' International Journal of Electronic Commerce, Vol. 5, No. 2, 2001, pp.61-74
  37. Tan, Soo Jiuan, 'Strategies for Reducing Consumer's Risk Aversion in Internet Shopping,' Journal of Consumer Marketing, Vol. 16, No. 2, 1999, pp. 163-180 https://doi.org/10.1108/07363769910260515
  38. Urban, Glen L., Fareena Sultan, and William Qualls, 'Trust-Based Marketing on the Internet,' MIT Sloan School of Management Working Paper #4035-98, 1998
  39. Windham, Lauric, The Soul of the New Consumer. The Attitudes. Behaviors. and Preferences of e-Customers, Allworth Press: New York, 2000
  40. Zajonc, Robert B. and Hazel Markus, 'Affective and Cognitive Factors in Preference,' Journal of Consumer Research, Vol. 9, No. 9, 1982, pp.123-131 https://doi.org/10.1086/208905