Browse > Article

Effects of Website Quality on Transaction Intentions in Internet Shopping: An Empirical Analysis of Mediating effects of Trust and Satisfaction  

Park Sang Cheol (성균관대학교 경영학부)
Lee Won Jun (성균관대학교 경영학부)
Kim Jong Uk (성균관대학교 경영학부)
Publication Information
Korean Management Science Review / v.21, no.2, 2004 , pp. 123-143 More about this Journal
Abstract
Internet shoppers interact with Internet shopping mall systems while they shop. To understand why Internet shoppers make purchase, this study view Internet shopping malls as information systems. Although this view point seems reasonable, little previous studies employing this perspective are found in the relevant literature. This study develops a research model where Internet shoppers' transaction intentions are affected by the mediating effects of trust and satisfaction. Trust can mitigate uncertainty of the e-commerce environment for consumers, and satisfaction is widely used to measure the effectiveness of information systems. Therefore, we consider them as key elements in this study. We further employ the construct of website quality to explain why shoppers have different levels of trust and satisfaction. We classify website quality into information quality, system quality. and design quality. We collected 282 survey responses from Internet shoppers who have prior experiences with Internet shopping malls to purchase a product or service. The survey data are used to empirically test the proposed nine research hypotheses using LISREL. The LISREL results indicate that information quality and design quality have significant impact on both satisfaction and trust, while system quality has little relation to trust level. Further, trust is shown to have significant influence on satisfaction. Finally. both trust and satisfaction is strongly related to the future transaction intention.
Keywords
Information Quality; System Quality; Design Quality; Trust; Satisfaction; Transaction Intentions;
Citations & Related Records
연도 인용수 순위
  • Reference
1 김계수, '인터넷 포털 사이트의 서비스품질전략에 관한 연구', '경영학연구'，제31권，제2호(2002), pp.191-209
2 박정훈, 강기두, 주희엽，'가상 상점의 서비스 품질 측정'，'경영과학'，제17권，제32호(2000), pp.131-145
3 안광호, 이윤주, '쇼핑가치와 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구‘, ’소비자학연구‘，제13권，제4호(2002)，pp.101-121
4 이학식，김영，정주훈，‘실용적/쾌락적 쇼핑가치와 쇼핑만족 ; 구조모델의 개발과 검정' ’경영학연구‘, 제28권，제2호(1999)，pp.505-538
5 Aldwani, A.M. and P.C. Palvia, 'Developing and validating an instrument for measuring user-perceived web quality,' Information and Management, Vol.39(2002), pp.467-476
6 Cheung, C., M.K.O. Lee, 'Trust in Internet Shopping: A Proposed Model and Measurement Instrument,' Proceedings of the 2000 America's Conference on Information Systems, 2000
7 Devaraj S., M. Fan and R. Kohli, 'Antecedents of B2C Channel Satisfaction and Preference : Validating e-Commerce Metrics,' Information Systems Research, Vol. 13, No.3(2002), pp.316-333   DOI   ScienceOn
8 Forsythe, S.M., B. Shi, 'Consumer patronage and risk perceptions in Internet shopping,' Journal of Business Research, Vol. 56, No.11(2003), pp.876-875
9 Gefen D., 'E-commerce : The Role of Familiarity & Trust,' Omega, Vol.28, No.6 (2000), pp.725-737   DOI   ScienceOn
10 Hoffman Donna L. and T.P. Novak, 'Marketing in Hypermedia Computer-Mediated Environment; Conceptual foundations,' Journal of Marketing, Vol.60(July1996), pp.50-68
11 Huizingh K., 'The Content and Design of Web Sites: An empirical study,' Information and Management, Vol.37(2000), pp. 123-134
12 Koufaris, M.K., B. Ajit, P. Ann, 'Consumer Behavior in Web- Based Commerce : An Empirical Study,' International Journal of Electronic Commerce, Vol.6, No.2(2001), pp.115-124   DOI
13 Levine, G., '10 steps to building a successful web site,' Bobbin, Vol.40, No.8(1999), pp.61-63
14 Mayer, R.C., J.H. Davis and F.D. Schoorman, 'An Integrative Model of organizational trust,' Academy of Management Review, Vol.20, No.3(1995), pp.709-734   DOI   ScienceOn
15 Palvou, P.A., 'Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model, International Journal of Electronic Commerce, Vol. 7, No.3(2003), pp.101-134
16 DeLone, W.H. and E.R. McLean, 'The DeLone and McLean Model of Information Systems Success: A Ten-Year Update,' journal of Management Information Systems, Vol.19, No.4(2003), pp.9-30   DOI
17 Boulding, W., K. Ajay, S. Richard and A.Z. Valarie, 'A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions,' Journal of Marketing Research, Vol.30(Feb. 1993), pp.7-27
18 DeLone, W.H. and E.R. McLean, 'Information System Success : the Quest for the dependent variables,' Information Systems Research, Vol.3, No.1(1992), pp.60-92   DOI
19 Szymanski, D.M. and R.T. Hise, 'e-satisfaction : An Initial Examination,' Journal of Retailing, Vol.76, No.3(2000), pp.309-322   DOI   ScienceOn
20 Schacklett, M., Nine ways to create a retail environment on your web site, Credit Union Magazine, 2000, pp.12-13
21 Furnell. C. and D.F. Larcker, 'Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,' Journal of Marketing Research, Vol.18, No.1(1981), pp.39-50   DOI   ScienceOn
22 Gefen D., E. Karahanna and D.W. Straub, 'Trust & TAM in Online Shopping : An Integrated Model,' MIS Quarterly, Vol.27, No.1(March 2003), pp.51-90   DOI
23 Keeny R.L., 'The Value of Internet Commerce to the Customer,' Management Science, Vol.45, No.4(1999), pp.533-542   DOI   ScienceOn
24 Hoffman, D.L., T.P. Novak and M.A. Peralta, 'Information privacy in the market space: Implications for the commercial uses of anonymity on the Web,' Information Sociality, Vol.15, No.2(1999), pp.129-139   DOI   ScienceOn
25 Anderson, R.E., W. Eugene, 'Cross-Category Variation in Customer Satisfaction and Retention,' Marketing Letters, Vol.5, No.1(1994), pp.19-30   DOI
26 Igbaria and Chakrabarti, 'Computer Anxiety and Attitude towards Microcomputer Use,' Behavior & Information Technology, Vol.9, No.3(1990), pp.229-241   DOI
27 Lee, M.K.O., E. Turban, 'A Trust Model for Consumer Internet Shopping,' International Journal of Electronic Commerce, Vol.6, No.1(2001), pp.75-92   DOI
28 Baty, J.B., R.M. Lee, 'Intershop : enhancing the vendor/customer dialectic in electronic shopping,' Journal of Management Information Systems, Vol.11, No.4(1995), pp.9-31   DOI
29 Johnson, D.G., 'Ethics Online; Shaping Social Behavior Online Takes More than New laws & Modified Edicts,' Communication of the ACM, Vol.40(1997)
30 Kuan-Pin C., RR Dholakia, 'Factors Driving Consumer Intention to Shop Online : An Empirical Investigation,' Journal of Consumer Psychology, Vol.13, No.1/2(2003), pp.177-184   DOI
31 박준철, '인터넷 쇼핑몰 이용자의 고객만족이 신뢰, 몰입, 고객충성행위에 미치는 영향', '경영정보학연구'，제13권, 제3호(2003). pp.131-149
32 Brynjolfsson E. and M.D. Smith, 'Frictionless Commerce? A Comparison of Internet and Conventional Retailer,' Management Science, Vol.46, No.4(2000), pp.563-585   DOI   ScienceOn
33 Garbarino E. and M.S. Johnson, 'The Different Roles of Satisfaction, Trust, Commitment in Customer Relationships,' journal of Marketing, Vol.63, No.2(1999), pp. 70-87   DOI   ScienceOn
34 Reicheld, F.F. and R. Schefer, 'E-loyalty : Your Secret Weapons on the Seb,' Harvard Business Review, Vol.7, No.8(2000), pp.105-113
35 Doney, P.M. and J.P. Cannon, 'An examination of the nature of trust in buyer-supplier relationship,' journal of Marketing, Vol.61, No.2(1997), pp.35-51   DOI   ScienceOn
36 Furnell, S.M. and T. Karweni, 'Security Implications of Electronic Commerce: A survey of Consumer and Business,' Internet Research, Vol.9, No.5(1999), pp.372-383   DOI   ScienceOn
37 Fishbein M. and I. Ajzen, Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, N.J., Prentice-Hall, 1980
38 Ranganthan C. and S. Ganapathy, 'Key dimensions of business-to-consumer web sites,' Information and Management, Vol. 39(2002), pp.457-465
39 Rose, G., H. Khoo and D.W. Straub, 'Current technological impediments to business-to-consumer electronic commerce,' Communication of AIS, Vol.1, No.16(1999), pp.1-73
40 Hair, J.E. Jr, R.E. Anderson, R.L. Tatham and W.C. Black, Multivariate Data Analysis, 5th edition, Pretence-Hall, International, Inc., 1998
41 Bell, H., N. Tang, 'The effectiveness of commercial Internet web sites: a user's perspective,' Internet Research, Vol.8, No.3(1998), pp.219-228   DOI   ScienceOn
42 Bhattacherjee, A, 'Individual Trust in Online Firms : Scale Development and Initial Test,' Journal of Management Information Systems, Vol.19, No.1(2002), pp.211-241   DOI
43 McKnight, D.H. and L.L. Chervany, 'What Trust means in E-Commerce Customer Relationships: An Interdisciplinary conceptual typology,' International Journal of Electronic Commerce, Vol.6, No.2(2001-2002(Winter)), pp.35-59
44 이문규, 'e-SERVQAUL : 인터넷 서비스 품질의 소비자 평가 측정도구', '마케팅연구',제17권，제1호(2002)，pp.73-95
45 Parasuraman, A., A.Z. Valarie and L.B. Leonard, 'SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality,' Journal of Retailing, Vol.64, No.1(1988), pp.12-40
46 McKnight, D.H., L.L. Cummings and N.L. Chervany, 'Initial trust formation in new organizational relationship,' Academy of Management Review, Vol.20, No.3(1995), pp.705-734
47 Wan, H.A., 'Opportunities to enhance a commercial web site,' Information and Management, Vol.34, No.6(1998), pp.339-345   DOI   ScienceOn
48 Jarvenpaa S.L. and P.A. Todd, 'Consumer Reaction to Electronic shopping on the www,' International Journal of Electronic Commerce, Vol.l, No.2(1997), pp.59-88
49 Liu, C., K.P. Arnett, 'Exploring the factors associated with Web site success in the context of electronic commerce,' Information Management, Vol.38, No.4(2000), pp,421-432
50 Pui-Mun Lee, 'Behavioral Model of Online Purchasers in E-Commerce Environment,' Electronic Commerce Research, Vol.2(2002) pp.75-85
51 Dayal S., H. Landberg and M. Zeisser, 'How to build trust online,' Marketing Management, Vol.8, No.3(Fall 1999), pp.64-70
52 Misic, M.M., K. Johnson, 'Benchmarking: a tool for web site evaluation and improvement,' Internet Research, Vol.9, No.5(1999), pp.383- 392   DOI   ScienceOn
53 Bagozzi, R.P. and Y. Youjae, 'On the Evaluation of Structural Equation Models,' Journal of the Academy of Marketing Science, Vol.16(Spring 1998), pp.74-94
54 Cheskin Research, 'e-Commerce Trust Study,' A Joint Research Project by Cheskin and Studio Archetype/Sapient, http:;//www.studioarchtype.com/cheskin, 1999
55 McKnight, D.H., V. Choundhury and C. Karmar, 'Developing & Validating Trust Measures for e-Commerce : An Integrative Typology,' Information Systems Research, Vol.13, No.3(2002)