인터넷 쇼핑몰에서 신뢰와 지각된 위험이 태도 및 구매의도에 미치는 영향

The Effects of Trust and Perceived Risk on Attitude and Purchase Intension in Internet Shopping Malls

In this research, four antecedents of trust ad the effect of trust and perceived risk on attitude and purchase intension in internet shopping malls is investigated. In survey, data were collected from 286 male and female internet shopping mall users, and then covariance structure modeling through Amos was used to test the 10 hypotheses. The survey results as follow: First, this research shows that institution base structural assurance and situational normality and knowledge-based familiarity are important antecedents on trust in internet shopping malls. Second, trust affected attitude and purchase intension. Third, it has a negative relationship between trust and perceived risk. But perceived risk does not influence attitude and purchase intension. This study contribute to understanding on the role of trust and perceived risk in internet shopping malls.