The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of E-Commerce Website's Trusting Actions on Customer's Continuous Intention

웹사이트의 고객 신뢰 행동이 전자상거래 웹사이트의 지속적 사용에 미치는 영향 연구

  • Kwon, Ohbyung (School of Management, Kyung Hee University) ;
  • Lee, Namyeon (Center for Advanced Information Technology, Kyung Hee University)
  • Received : 2013.07.29
  • Accepted : 2014.02.19
  • Published : 2014.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

Trust has been identified as crucial to intention to continue to use e-commerce systems. Although trust is inherent in relationship-based practices, most studies on trust have focused on influences on customer trust. From the viewpoint of mutual trust, few empirical studies have examined the effect of users' perceived trust from an e-commerce website on customer trust in that website, despite the obvious importance of this issue, particularly in the field of e-commerce. This paper empirically examines the role of customer perception of trust in the customer on the part of e-commerce websites. In addition, this study explores the ability of e-commerce websites' trusting actions to transfer positive impressions that encourage trust in those sites. The results indicate that in the e-commerce context, a website's trusting actions are important to customer perception of being trusted by and trusting in e-commerce websites.

신뢰는 전자상거래 사이트의 지속적 사용에 있어서 중요한 요소로 인정되어오고 있다. 신뢰란 상호작용적임에도 불구하고 대부분의 연구는 고객의 전자상거래 사이트에 대한 신뢰에만 초점을 두어오고 있었다. 신뢰의 상호작용성 관점에서 볼 때, 고객이 특정 전자상거래 사이트가 자신에 대해 얼마나 신뢰하고 있다고 지각하는지도 지속적 사용에 영향을 줄 것으로 보이나 이를 실증 분석한 연구는 그 중요성에도 불구하고 거의 드물다. 따라서 본 연구는 고객이 사이트에 대해 얼마나 자신을 신뢰하고 있느냐 하는 지각이 그 사이트의 지속적 사용에 영향을 미치는지를 규명하고자 한다. 특히 전자상거래 사이트들이 고객으로부터 신뢰를 얻기 위해 취하는 행동이 신뢰에 어떠한 영향을 주는지에 대해서도 조사하였다. 본 연구는 전자상거래 사이트의 신뢰 구축 행동이 신뢰 및 신뢰를 받고 있다는 자각에 각각 중요한 요인임을 보였다.

Keywords

References

  1. Adams, J. S., "Inequity in Social Exchange," Advances in Experimental Social Psychology, Vol. 62, pp. 335-343, 1965.
  2. Anderson, E. and Weitz, B., "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, Vol. 8, pp. 310-323, 1989. https://doi.org/10.1287/mksc.8.4.310
  3. Ba, S. and Pavlou, P. A., "Evidence of the Effect of Trust Building Technology in Electronic Markets : Price Premiums and Buyer Behavior," MIS Quarterly, Vol. 26, pp. 243-268, 2002. https://doi.org/10.2307/4132332
  4. Ben-Ner, A. and Halldorsson, F., "Trusting and Trustworthiness : What Are They, How to Measure Them, and What Affects Them," Journal of Economic Psychology, Vol. 31, pp. 64-79, 2010. https://doi.org/10.1016/j.joep.2009.10.001
  5. Benedicktus, R. L., Brady, M. K., Darke, P. R. and Voorhees, C. M., "Conveying Trustworthiness to Online Consumers : Actions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion," Journal of Retailing, Vol. 86, pp. 322-335, 2010. https://doi.org/10.1016/j.jretai.2010.04.002
  6. Bergman, J. Z., Small, E. E., Bergman, S. M., and Rentsch, J. R., "Asymmetry in Perceptions of Trustworthiness : It's Not You; It's Me," Negotiation and Conflict Management Research, Vol. 3, pp. 379-399, 2010. https://doi.org/10.1111/j.1750-4716.2010.00066.x
  7. Blau, P., Exchange and Power in Social Life, Wiley, New York, 1964.
  8. Cheung, C. M. K. and Lee, M. K. O., "Trust in Internet Shopping: Instrument Development and Validation Through Classical and Modern Approaches," Journal of Global Information Management, Vol. 9, pp. 23-35, 2001.
  9. Colquitt, J. A., Scott, B. A. and Lepine, J. A., "Trust, Trustworthiness, and Trust Propensity : A Meta-Analytic Test of Their Unique Relationships With Risk Taking and Job Performance," Journal of Applied Psychology, Vol. 92, pp. 909-927, 2009.
  10. Dashti, A., Benbasat, I. and Burton- Jones, A., "Developing Trust Reciprocity in Electronic Government : The Role of Felt Trust," Proceedings of the European and Mediterranean Conference on Information Systems, Izmir, pp. 1-13, 2009.
  11. Davis, R., Buchanan-Oliver, M. and Brodie, R., "Relationship marketing in electronic commerce environments," Journal of Information Technology, Vol. 14, pp. 319-331, 1999. https://doi.org/10.1080/026839699344449
  12. Deutsch-Salamon, S. and Robinson, S., "Trust That Binds : The Impact of Collective Felt Trust on Organizational Performance," Journal of Applied Psychology, Vol. 93, pp. 593-601, 2008. https://doi.org/10.1037/0021-9010.93.3.593
  13. Doney, P. M. and Cannon, J. P., "An examination of the Nature of Trust in Buyer-Seller Relationships," Journal of Marketing, Vol. 61, pp. 35-51, 1997. https://doi.org/10.2307/1251829
  14. Driscoll, J. W., "Trust and Participation in Organizational Decision Making as Predictors of Satisfaction," Academy of Management Journal, Vol. 21, pp. 44-56, 1978. https://doi.org/10.2307/255661
  15. Fox, A., Beyond Contract : Work, Power, and Trust Relations. London : Faber and Faber, 1974.
  16. Friedman, H. H., Santeramo, M. J., and Traina, A., "Correlates of Trustworthiness for Celebrities," Journal of Academy of Marketing Science, Vol. 6, pp. 291-299, 1979.
  17. Ganesan, S., "Determinants of Long- Term Orientation in Buyer-Seller Relationships," Journal of Marketing, Vol. 58, pp. 1-19, 1994.
  18. Gefen, D., "E-commerce : The Role of Familiarity and Trust," Omega, Vol. 28, pp. 725-737, 2000. https://doi.org/10.1016/S0305-0483(00)00021-9
  19. Gouldner, A., "The Norm of Reciprocity : A Preliminary Statement," American Sociological Review, Vol. 25, pp. 161-178, 1960. https://doi.org/10.2307/2092623
  20. Grazioli, S. and Jarvenpaa, S. L., "Perils of Internet Fraud : An Empirical Investigation of Deception and Trust with Experienced Internet," IEEE Transactions on Systems, Man, and Cybernetics Part A : Systems and Humans, Vol. 30, pp. 395-410, 2000. https://doi.org/10.1109/3468.852434
  21. Hwang, W. I., "Design Factors Influencing the Perceived Trustworthiness in E-Commerce Websites," Journal of the Society for e-Business Studies, Vol. 13, No. 3, pp. 137-152, 2008.
  22. Jarvenpaa, S. L., Tractinsky, N., and Vitale, M., "Consumer Trust in an Internet Store," Information Technology and Management, Vol. 1, pp. 45-71, 2000. https://doi.org/10.1023/A:1019104520776
  23. Jiang, X. and Shi, K., "How Subordinates Reciprocate Supervisor's Trust : A Cross-Level Model," Proceedings of the 2nd Symposium on Web Society, Beijing, pp. 608-614, 2010.
  24. Kaiser, H. F., "The Varimax Criterion for Analytic Rotation in Factor Analysis," Psychometrika, Vol. 23, pp. 187-200, 1958. https://doi.org/10.1007/BF02289233
  25. Koufaris, M. and Hampton-Sosa, W., "The Development of Initial Trust in an Online Company by New Customers," Information and Management, Vol. 41, pp. 377-397, 2004. https://doi.org/10.1016/j.im.2003.08.004
  26. Kronman, A. T., "Contract Law and the State of Nature," Journal of Law, Economics, and Organization, Vol. 1, pp. 5-32, 1985.
  27. Lee, M. K. O. and Turban, E., "A Trust Model for Internet Shopping," International Journal of Electronic Commerce, Vol. 6, pp. 75-91, 2001. https://doi.org/10.1080/10864415.2001.11044227
  28. Lester, S. and Brower, H., "In The Eyes of The Beholder : The Relationship Between Subordinatesʼ Felt Trustworthiness and Their Work Attitudes and Behaviours," Journal of Leadership and Organizational Studies, Vol. 10, pp. 17-33, 2003. https://doi.org/10.1177/107179190301000203
  29. Lowry, P. B., Vance, A., Moody, G., Beckman, B., and Read, A., "Explaining and Predicting The Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites," Journal of Management Information Systems, Vol. 24, pp. 199-224, 2008. https://doi.org/10.2753/MIS0742-1222240408
  30. Mayer, R. C., Davis, J. H. and Schoorman, F. D., "An Integration Model of Organizational Trust" Academy of Management Review, Vol. 20, pp. 709-734, 1995.
  31. McKnight, D. H., Choudhury, V., and Kacmar, C. J., "Developing and Validating Trust Measures for E-Commerce: An Integrative Typology," Information Systems Research, Vol. 13, pp. 334-359, 2002. https://doi.org/10.1287/isre.13.3.334.81
  32. Miller, G. P. and Basehart, J., "Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication," Speech Monographs, Vol. 36, pp. 1-7, 1969. https://doi.org/10.1080/03637756909375602
  33. Moorman, C., Zaltman, G. and Deshpande, R., "Relationships between providers and users of market research : The dynamics of trust within and between organizations," Journal of Marketing Research, Vol. 26, pp. 314-328, 1992.
  34. Morgan, R. M. and Hunt, S. D., "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, Vol. 58, pp. 20-38, 1994.
  35. Mui, L., Mohtashemi, M. and Halberstadt, A., "A Computational Model of Trust and Reputation," Proceedings of the 35th International Conference on System Science, pp. 280-287, 2004.
  36. Nguyen, V. A., Lim, E. P., Tan, H. H., Jiang, J. and Sun, A., "Do You Trust to Get Trust? A Study of Trust Reciprocity Behaviors and Reciprocal Trust Prediction," The 10th SIAM International Conference on Data Mining (SDM), Columbus, pp. 72-83, 2010.
  37. Ohanian, R., "Construction and Validation of a Scale to Measure Celebrity Endorsersʼ Perceived Expertise, trustworthiness, and attractiveness," Journal of Advertising, Vol. 19, pp. 39-52, 1990. https://doi.org/10.1080/00913367.1990.10673191
  38. Palvia, P., "The Role of Trust in ECommerce Relational Exchange : A Unified Model," Information and Management, Vol. 46, pp. 213-220, 2009. https://doi.org/10.1016/j.im.2009.02.003
  39. Riegelsberger, J., Sasse, M. A., and McCarthy, J. D., "The Mechanics of Trust : A Framework for Research and Design," International Journal of Human-Computer Studies, Vol. 62, pp. 381-422, 2005. https://doi.org/10.1016/j.ijhcs.2005.01.001
  40. Riegelsberger, J., Sasse, M. A., and McCarthy, J. D., "The Researcherʼs Dilemma : Evaluating Trust in Computer- Mediated Communication," International Journal of Human-Computer Studies, Vol. 58, pp. 759-781, 2003. https://doi.org/10.1016/S1071-5819(03)00042-9
  41. Schurr, P. H. and Ozanne, J. L., "Influences on Eexchange Processes : Buyersʼ Preconceptions of a Sellerʼs Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Vol. 11, pp. 939-953, 1985. https://doi.org/10.1086/209028
  42. Serva, M. A., Fuller, M. A., and Mayer, R. C., "The Reciprocal Nature of Trust : A Longitudinal Study of Interacting Teams," Journal of Organizational Behavior, Vol. 26, pp. 625-648, 2005. https://doi.org/10.1002/job.331
  43. Vatanasombut, B., Igbaria, M., Stylianou, A. C. and Rodgers, W., "Information Systems Continuance Intention of Web- Based Applications Customers : The Case of Online Banking," Information and Management, Vol. 45, pp. 419-428, 2008. https://doi.org/10.1016/j.im.2008.03.005
  44. Webster, N., Webster's II New Riverside Dictionary, New York : Houghton Mifflin, 1984.
  45. Wicks, A. C., Berman, S. L. and Jones, T. M., "The Structure of Optimal Trust : Moral and Strategic Implications," Academy of Management Review, Vol. 24, pp. 99-116, 1999.
  46. Yakovleva, M., Reilly, R. R. and Werko, R., "Why Do We Trust? Moving Beyond Individual to Dyadic Perceptions," Journal of Applied Psychology, Vol. 95, pp. 79-91, 2010. https://doi.org/10.1037/a0017102
  47. Yu, J., Ha, I., Choi, M., and Rho, J., "Extending the TAM for a T-Commerce," Information and Management, Vol. 42, pp. 965-976, 2005. https://doi.org/10.1016/j.im.2004.11.001

Cited by

  1. The Effect of Information Deception in Price Comparison Site on the Consumer Reactions: An Empirical Verification vol.11, pp.9, 2015, https://doi.org/10.1155/2015/270685
  2. Impacts of user interactions on trust development in C2C social commerce : The central role of reciprocity vol.30, pp.1, 2014, https://doi.org/10.1108/intr-09-2018-0413