한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제28권2호
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  • Pages.73-92
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  • 2019
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
권호 표지
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전자상거래에서 온라인 업체의 신뢰에 미치는 제도적 메커니즘의 영향

The Effects of Institutional Mechanisms on the Trust of Online Business in e-Commerce

  • 투고 : 2019.05.24
  • 심사 : 2019.06.25
  • 발행 : 2019.06.30
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초록

Purpose This study conducted an empirical study on the influence of institutional mechanisms on the formation of customer trust among leading online businesses. This study focused on the construct of PEEIM(Perceived Effectiveness of e-Commerce Institutional Mechanisms) which is the perceived recognition of institutional mechanisms for e-Commerce in general and the construct of PEIS which is the perceived recognition of institutional mechanisms that are implemented by vendors. Design/methodology/approach The online and offline surveys were conducted for the leading online shopping vendors in Korea and 292 data were used for the empirical analysis. The research model was tested using partial least squares structural equation modeling (PLS-SEM) in this study. The full measurement model including the formative second-order constructs was examined with the exploratory factor analysis. The structural model was analyzed via a two-stage approach. To analyze the research model this study used Smart PLS 2.0 program. Findings The findings showed that PEEIM negatively moderates the relationship between satisfaction in vender and trust in vender, but had no moderating effect between trust in vender and repurchase intention. In addition, the institutional mechanisms of vendors(PEIS) have been shown to have a direct impact on the vender's trust.

키워드

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<그림 1> 연구모형

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<그림 2> 연구가설 검정결과

<표 1> 전자상거래 제도적 메커니즘 차원

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<표 2> 연구변수의 조작적 정의 및 측정항목

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<표 3> 탐색적 요인분석 및 1차 요인에 대한 신뢰성과 집중타당성 분석 결과

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<표 4> 1차 요인의 측정모형 판별타당성 분석결과

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<표 5> 2차 요인의 신뢰성과 집중타당성 분석 결과

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<표 6> 2차 요인 형성지표의 다중 공선성 측정결과

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<표 7> 구조모형의 적합도

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<표 8> 연구가설 검정결과

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<표 9> 구조모형의 조절효과 분석 결과

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