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http://dx.doi.org/10.21219/jitam.2016.23.4.101

The Effect of Regulatory Focus on the Consumer Trust to a Web Site : Moderating Effect of Consumers' Purchasing Experience Toward Online Shopping  

Han, Su Jin (Hoseo Univ., Department of Business Administration)
Kang, Sora (Hoseo Univ., Department of Business Administration)
Publication Information
Journal of Information Technology Applications and Management / v.23, no.4, 2016 , pp. 101-116 More about this Journal
Abstract
In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.
Keywords
Regulatory Focus; Online shopping sites; Trust; Purchasing Experience;
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