Journal of Internet Computing and Services (인터넷정보학회논문지)

Korean Society for Internet Information (한국인터넷정보학회)
권호 표지

A Study on Antecedents of Online Trust in the Context of e-Government Services

전자정부 서비스 사용에 있어 온라인 신뢰에 관한 연구

  • 문철우 (성균관대학교 경영대학원) ;
  • 김재현 (성균관대학교 컴퓨터교육과)
  • Received : 2011.04.05
  • Accepted : 2011.05.06
  • Published : 2011.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Trust is generally assumed to be an important precondition for people's adoption of e-government services. This study analyzes the direct and indirect impact of information privacy, interactivity, subjective norms and words-of-mouth on perceived trust of e-government services and trust toward government. The Partial Least Square(PLS) was applied to the citizen survey data for hypotheses testing. PLS permits the simultaneous testing of cause-effect hypotheses while also allowing evaluation of the measurement model. Statistical results indicate that interactivity, subjective norms and words-of-mouth positively affects perceived trust of e-government services, which in turn affects the level of political efficacy and the trust toward the government. Interactivity has been found to affect words-of-mouth as well. However, information privacy has no significant effect on the trust of e-government services.

시민들의 전자정부 서비스 활용에 있어 신뢰는 가장 중요한 요소로 평가되고 있다. 본 연구는 정보프라이버시, 서비스 사용과정상의 상호작용, 주관적 규범, 구전효과 등의 요인이 신뢰에 미치는 영향 정도와 서비스 신뢰가 정부정책에 대한 신뢰와 정치적 효능감 제고로 이어지는 연구가설을 제시하였다. 가설검증을 위해 서비스 사용자들에 대한 설문조사를 실시하였으며 PLS(Partial Least Square) 기법을 이용하여 통계적 분석을 시도하였다. PLS는 측정 구조모형에 대해 실증 평가를 동시에 할 수 있게 지원하는 기법으로 주요 요인 간의 인과관계를 분석하는데 효과적이다. 설문자료의 분석결과, 구전효과와 상호작용 및 주관적 규범은 서비스 신뢰에 영향을 미치며, 서비스 신뢰는 다시 정부에 대한 신뢰와 정치적 효능감 제고로 이어진다는 결론이 도출되었다. 다만 정보 프라이버시 침해 우려는 서비스 신뢰에 영향을 미치지 않는다는 예상과는 다른 결론이 도출되었다.

Keywords

References

  1. West, D. M., E-Government and the Transformation of Service Delivery and Citizen Attitude. Public Administration Review, 64(1), 15-27, 2004. https://doi.org/10.1111/j.1540-6210.2004.00343.x
  2. Thomas, J. and Streib, G., The New Face of Government: Citizen-Initiated Contacts in the Era of E-Government. Journal of Public Administration Research and Theory, 13, 83-101, 2003. https://doi.org/10.1093/jpart/mug010
  3. Chadwick, A. and May, C., Interaction between States and Citizens in the Age of the Internet: E-Government in the United States, Britain, and the European Union. Governance, 16(2), 271-300, 2003. https://doi.org/10.1111/1468-0491.00216
  4. 한국경제, 2011년 3월 30일 기사.
  5. Verdegem, P. and Verleye, G., User-Centered E-Government in Practice: A Comprehensive Model for Measuring User Satisfaction. Government Information Quarterly 26, 487-497, 2009. https://doi.org/10.1016/j.giq.2009.03.005
  6. Van Dijk, J., Peters, O. and Ebbers, W., Explaining the Acceptance and Use of Government Internet Services: A Multivariate Analysis of 2006 Survey Data in the Netherlands. Government Information Quarterly, 25(3), 379-399, 2008. https://doi.org/10.1016/j.giq.2007.09.006
  7. Bertot, J. C. and Jaeger, P. T., The EGovernment Paradox: Better Customer Service Doesn't Necessarily Cost Less. Government Information Quarterly, 25(2), 149-154, 2008. https://doi.org/10.1016/j.giq.2007.10.002
  8. Welch, E. W., Hinnant, C. and Moon, M. J., Linking Citizen Satisfaction with E-Government with Trust in Government. Journal of Public Administration Research and Theory, 15(1), 37-58, 2005.
  9. Tolbert, C. J., and Mossberger, K., The Effects of E-Government on Trust and Confidence in Government. Public Administration Review, 66(3), 354-369, 2006. https://doi.org/10.1111/j.1540-6210.2006.00594.x
  10. Gefen, D., Karahanna, E. and Straub, D., Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90, 2003. https://doi.org/10.2307/30036519
  11. Bandura, A., Guide to the construction of self-efficacy scales. In F. Pajares & T. Urdan (Eds.). Self-efficacy beliefs of adolescents, Greenwich, CT: Information Age Publishing, 2006.
  12. Parent, M., Vandebeek, C. and Gemino, A., Building citizen trust through e-government. Govern- ment Information Quarterly, 22, 720-736, 2005. https://doi.org/10.1016/j.giq.2005.10.001
  13. Fishbein, M., & Ajzen, I., Predicting and changing behavior: The reasoned action approach. New York, Psychology Press, 2010.
  14. Allmer, T., Critical Privacy Studies and the Internet. Vienna: Unified Theory of Information Research Group. SNS3 Research Paper No. 5., 2010.
  15. Shabbir, S., Kaufmann, H. and Shehzad, M., Service Quality, Word of Mouth and Trust: Drivers to Achieve Patient Satisfaction. Scientific Research and Essays, 5(17), 2457-2462, 2010.
  16. Heeter, C., Interactivity in the Context of Designed Experience. Journal of Interactive Advertising 1(1), 2000.
  17. 고경민.김혁, 시민중심적 전자정부 구현을 위한 정책 방향: 서울시 전자정부 서비스에 대한 시민평가를 중심으로, 한국정책과학학회보, 9(2), 119-148, 2005.
  18. 류혜연, 전자정부서비스 활용에 관한 실증적 연구: 수요자를 중심으로. 한국행정연구, 12(3), 274-301, 2003.
  19. Carter, L. and Belanger, F., The Utilization of E-Government Services: Citizen Trust, Innovation and Acceptance. Information Systems Journal, 15(1), 5-25, 2005. https://doi.org/10.1111/j.1365-2575.2005.00183.x
  20. Chin, W., Bootstrap Cross- Validation Indices for PLS Path Model Assessment. In Handbook of Partial Least Squares Part 1, 83-97, 2010.