한국IT서비스학회지 (Journal of Information Technology Services)

한국IT서비스학회 (Korea Society of IT Services)
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온라인 플랫폼 환경에서 제도적 메커니즘과 신뢰 간 상호 영향에 관한 비교 연구

A Comparative Study on the Mutual Influence between Institutional Mechanisms and Trust in Online Platform Environment

  • 노윤호 (부산대학교 경영학과) ;
  • 황영현 (동아대학교 관광경영학과)
  • YoonHo Roh ;
  • Yeong-Hyeon Hwang
  • 투고 : 2024.02.15
  • 심사 : 2024.04.30
  • 발행 : 2024.04.30
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초록

This study was conducted to examine the effect of institutional mechanisms on customers' trust and continuous purchase intention in open market platforms, The research frame was expanded by setting institutional situations into positive and negative areas in order to examine the relationship between institutional mechanisms and trust in multiple dimensions. The results of this study confirmed that the feedback system, dispute resolution, and intermediary trust factors affect trust in positive areas, and dispute resolution, information security, and intermediary trust affect buyer trust in negative areas. For the relationship between trust and repurchase intention, it was confirmed that if the institutional situation is positive, trust leads to repurchase intention, and in negative areas, trust does not lead to repurchase intention. The results of this study show that institutional mechanisms are a key factor in building trust in online platforms according to institutional circumstances and play a role in offsetting trust in platforms in negative areas.

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과제정보

이 논문은 2021년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2021S1A5B5A17047766).

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