An Empirical Study on the Determinants of e-Trust in Import Agency Service Mall

수입대행몰에서 e-신뢰의 결정요인에 관한 연구

Import Agency Service Mall, providing customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers. The consumers' great demand for foreign goods(services) has created Import Agency Service Mall(referred to hereafter as IASM) as a new business model of distribution and consumption, which seems to be grown rapidly. This empirical research investigates online shoppers for their trust dimensions for IASM. Consequences of the research are as follows: First, perceived reputation, web-site quality have influenced upon e-trust dimension of the IASM. Second, the level of e-trust consumers is more higher, and then the level of perceived risk is more lower. Third, perceived risk have not influenced upon intention to reuse the IASM. Fourth, the level of e-trust consumers is more higher, and then the level of intention to reuse the IASM is more higher. It is necessary for IASM to be developed its reputation and web-site quality in order to obtain customer's trust. Accordingly, this research will be helping IASM have insight for marketing strategies, and constantly should be studied about action and mind of consumer.