The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Role of Multi-dimensional Institutional Mechanisms in Building Trust on Online Marketplaces

온라인 마켓플레이스의 신뢰 형성과 다차원적 제도적 메커니즘의 역할

  • Received : 2021.05.04
  • Accepted : 2021.06.23
  • Published : 2021.06.30
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Abstract

Purpose This study was conducted to identify the multidimensional role of institutional mechanisms in the linear relationship of satisfaction, trust and repurchase intention, which are used as an important concept in the research of e-commerce. To this end, a research model was proposed by combining concepts which are the concept of perceived effectiveness of institutional mechanisms for overall e-commerce environment(e.g., PEEIM) and the concep of perceived effectiveness of institutional structures(e.g., PEIS) of a specific marketplace based on the social cognitive theory. Design/methodology/approach This study was conducted by dividing the data into two groups to identify institutional mechanisms and trust-building relationships according to the institutional contexts inherent in e-commerce. The institutional contexts were set up for the top two online companies and the bottom two online companies according to the results of the open market brand assessment from 2018 to 2019 in South Korea. Findings The result of this study found that PEIS had a direct impact on trust in both high and low groups respectively whereas PEEIM presented different paradoxical results in high and low groups. In the relationship between the satisfaction and the trust in the vendor of the high group, PEEIM showed negative moderating effects but in the relationship between the trust and the repurchase intention of the low group PEEIM showed positive moderating effects.

Keywords

Acknowledgement

이 논문은 부산대학교 기본연구지원사업(2년)에 의하여 연구되었음.

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