Browse > Article

A Study on the Effect of Trust on Customer Participation in Digital Environment : Focused on the Online Travel Market  

Son, Won-Mog (한국항공대학교 경영연구소)
Hong, Seong-Tae (상명대학교 국제통상학과)
Kim, Moon-Joo (한국항공대학교 경영학과)
Yoon, Moon-Gil (한국항공대학교 경영학과)
Publication Information
Korean Management Science Review / v.26, no.2, 2009 , pp. 1-18 More about this Journal
Abstract
Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.
Keywords
Trust; Customer Participation; Relationship Marketing; Online Travel Market; Travel Agency;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 김대환, '여행사 웹 사이트의 신뢰형성요인이 전환태도와 전환행동에 미치는 영향에 관한 연구', '경제연구', 제23권 제2호(2005), pp.145-171
2 박유식, 한명희, 2001, '인터넷 쇼핑몰에서 위험 지각과 품질지각이 구매의도에 미치는 영향', '마케팅연구', 제16권, 제1호(2001), pp.59-84
3 이은영, 온라인구성 수용과 확산 경로에 대한 이중경로 모형에 관한 연구, 서울대학교 박사 학위논문(2004)
4 Bickart, Barbara and Robert M. Shindler, 'Internet Forums As Influencial Sources of Consumer Information,' Journal cf Interactive Marketing, 15(Summer)(2001), pp.31-40   DOI   ScienceOn
5 Corritore, C., Beverly, L.K. and Wiedenbeck, S., 'On-line Trust : Concepts, Evolving Themes, a Model,' International Journal of Human-Computer Studies, Vol.58(6, June)(2003), pp.737-758   DOI   ScienceOn
6 Daft, R.L. and Lengel, R.H., 'Information Richness : A New Approach to Managerial Behaior and Organization Design in Barry Staw and Larry L. Cummings, Eds.' Research of Organizational Behavior, Vol.6(1984), pp.191-233
7 Dholakia, U.M., Bagozzi, R.P. and Pearo, L.K., 'A Social Influence Model of Consumer Participation in Network and Small-group-based Virtual Communities,' Interantional Journal of Reserach in Marketing, Vol.21 (2004), pp.241-263   DOI   ScienceOn
8 Fornell, C. and Larcker, D.F., 'Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,' Journal of Marketing Research, (1981), pp.39-50   DOI   ScienceOn
9 Holland, J. and Baker, S.M., 'Customer Participation in Creating Site Brand Loyalty,' Journal of Interactive Marketing, Vol.15/4(Autumn) (2001), pp.34-45   DOI   ScienceOn
10 Jarvenpaa, S.L., Tracinsky, N. and Vitale, M., 'Consumer Trust in an Internet Store,' Information Technology and Management, Vol.1(2000), pp.45-72   DOI   ScienceOn
11 Lovelock, C.H. and Young, R.F., 'Look to Consumers to Increase Productivity,' Harvard Business Review, Vol.57, May-June(1979), p.168-178
12 Marcella, A.J., Establishing Trust in Vertical Markets, Altamonte Springs, FL : The Institute of Internal Auditors, 1999
13 Moorman, C, Zaltman, G. and Deshpande, R., 'Factors Affecting Trust in Market & Research Relationships,' Journal of Marketing, Vol.57(1993), pp.81-101   DOI   ScienceOn
14 Morgan, R.M. and Hunt, S.D., 'The Commitment-Trust Theory Of Relationship Marketing,' Journal of Marketing, Vol.58, No.3(1994), pp.20-38   DOI   ScienceOn
15 Srinivasan, S.S., Rolph, A. and Kishore, P., 'Customer Loyalty in e-Commerce : An Exploration of its Antecedents and Consequences,' Journal of Retailing, Vol.78(2002), pp.41-50   DOI   ScienceOn
16 Tan, Y.H. and Thoen, W., 'Formal Aspects of a Generic Model of Trust for Electronic Commerce,' Decision Support Systems, Vol. 33, No.3(2002), pp.233-246   DOI   ScienceOn
17 Wind, J. and Rangaswamy, A, 'Customerization : The Next Revolution in Mass Customization', Journal of Interactive Marketing, Vol.15, No.1(2001), pp.13-32   DOI   ScienceOn
18 Festinger, L, 'Informal Social Communication,' Psychological Review, Vol.57(1950), pp.271-282   DOI   PUBMED   ScienceOn
19 Schindler, R.M. and Bickart, B., 'Published Word of Mouth: Referable, Consumer-generated Information on the Internet,' Working Paper(2002)
20 송창석, 신종칠, '인터넷상의 상호작용성 제고 방안에 관한 연구', '마케팅연구', 제14권, 제3호 (1999), pp.69-95
21 Mukherjee, A. and Nath, P., 'Role of Electronic Trust in Online Retailing -A re-examination of the Commitment-Trust Theory,' European Journal cf Marketing, Vol.41, No.9/10(2007), pp.1173-1202   DOI   ScienceOn
22 Mayer, R., Davis, J and Shoorman, F., 'An Integrative Model of Organizational Trust,' The Academy of Management Review, Vol.20, No.3(1995), pp.709-734   DOI   ScienceOn
23 Chiou, J.S. and Cheng, C., 'Should a Company Have Massage Boards on its Web Sited?,' Journal cf Interactive Marketing, Vol.17, No.3(2003), pp.50-61   DOI   ScienceOn
24 MacStravic, Scott, 'Reverse and double-reverse marketing for health care organizations,' Health Care Management Review, Vol.18, No.3(1993), pp.53-58   DOI   PUBMED   ScienceOn
25 Silpakit, Patriya and Raymond P. Fisk, Participatizing' the Service Encounter, in Services Marketing in a Changing Environment, Thomas M. Bloch, Gregory D. Upah, and Valarie A. Zeithaml(Eds.), Chicago : American Marketing Association(1985), pp.117-121
26 홍성태, 정보기술이 본사 -자회사 연결마케팅에 미치는 영향에 관한 연구- 해외진출기업을 중심으로, 서울대학교 대학원 박사학위논문(1997)
27 Bone, P.F., 'Word of Mouth Effects on Shortterm and Long-term Product Judgements,' Journal cf Business Research, Vol.32, No.3 (1995), pp.213-223   DOI   ScienceOn
28 양석준, ‘디지털 環境에서의 Reverse Marketing 에 關한 硏究 : 消費經驗情報와 製品屬性情報에 대한 顧客의 情報 參與를 中心으로’, 서울대학교 대학원 박사학위논문(2005)
29 윤명숙, 경종수, '전문포털의 웹 사이트 특성이 e-신뢰에 미치는 영향', '한국콘텐츠학회논문지', 제6권, 제7호(2006), pp.1-12
30 Churchill, G.A. Jr., A Paradigm for Developing Better Measures of Marketing Constructs, Journal of Marketing Research, Vol.16(Feb) (1979), pp.64-73   DOI   ScienceOn
31 Wang, Y.D. and Emurian, H.H., 'An overview of online trust: Concepts, elements, and implications,' Computers in Human Behavior, Vol.21 , No.1(2005), pp105-125   DOI   ScienceOn
32 Ha, L. and James, E.L., 'Interactivity Reexa mined : A Baseline Analysis of Early Business Web site,' Journal of Broadcasting and Electronic Media, Vol.42, No.4(1998), pp.457-474   DOI   ScienceOn
33 이태민, 모바일 환경에서 상호작용성의 구성 요인이 구매의도에 미치는 영향에 관한 연구, 서울대학교 박사학위논문(2003)
34 Carmines, E.G. and Zeller, R.A., Reliability and Validity Assessment, Sage University Paper Series on Quantitative Applications in the Social Sciences, Sage Publications, Beverly Hills, 1979
35 Fung, R.F. and Lee, J.P., 'Parametric Variable Structure Control of a Spinning Beam System via Axial Force,' Journal of Sound and Vibration, Vol.227(3, October)(1999), pp.545-554   DOI   ScienceOn
36 Everard, A, 'The Effect Of Presentation Flaws In On-Line Stores, Web Sites On Perceived Quality And Consumer Trust Of The en-Line Store And Intention To Purchase,' unpublished doctoral dissertation, University of Pittsburgh(2003)
37 Hoffman, D.L. and Novak, T.P., 'Marketing in Computer-Mediated Fnvironments : Conceptual Foundations,' Journal of Marketing, Vol.60 (July) (1996), pp.50-68   DOI   ScienceOn
38 Nunnally, J,C., Psychometric Theory, McGraw-Hill, New-York, 1967
39 박종원, B.E.S.T, 온라인시대의 소비자행동, 서울, 법문사(2002)
40 박상철, 이원준, 김종욱, '웹 사이트 품질이 인터넷 쇼핑 거래의도에 미치는 영향에 관한 연구 : 신뢰와 만족의 매개효과를 중심으로', '경영과학', 제21권, 제2호(2004), pp.123-144
41 Sharma, N. and Petterson, P.G., 'The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services,' The Journal of Services Marketing, Vol.13, No.2 (1999), pp.151-170   DOI   ScienceOn
42 Bettencourt, L.A, 'Customer Voluntary Performance : Customers as Partners in Service Delivery,' Journal of Retailing, Vol.72, No.1 (1997), pp.383-406   DOI   ScienceOn
43 이국용, '온라인 커뮤니티 이용자 몰입에 관한 연구-온라인 커뮤니티 신뢰, 태도, 몰입간의 관계를 중심으로', '대한경영학회지', 제52권(2005), p.33
44 Corbitt, J. Brian, Theerasak Thanasankit, and Han Vi, 'Trust and e-commerce : a study of consumer perceptions,' Electronic Commerce Research and Applications, Vol.2, No.3(2003), pp.203-215   DOI   ScienceOn
45 Elliott, K.M., 'Understanding Consumer-to-Consumer Influence on the Web,' Doctora;Dissertation, Duke University, 2002
46 Mukherjee, A. and Nath, P., 'A model of trust in online relationship banking,' International Journal of Bank Marketing, Vol.21, No.1 (2003), pp.5-15   DOI   ScienceOn
47 Steuer, J., 'Defining Virtual Reality : Dimensions Determining Telepresence,' Journal of Cammunication, Vol.42(4, Aut.) (1992), pp.73-93   DOI   ScienceOn
48 Keh, H.T. and Teo, C.W., 'Retail Customers as Partial Employees in Service Provision : A Conceptual Framework,' International Journal of Retail and Distribution Management, Vol.29, No.8(2001), pp.370-378   DOI   ScienceOn
49 Coyle, J. and Thorson, E., The effects of progressive levels of interactivity and vividness in web marketing sites,' Journal of Advertising, Vol.25, No.3(2001), pp.65-77
50 Eastlick, M.A., Lotz, S.L. and Warrington, P., 'Understanding Online B-to-C Relationships : An Integrated Model of Privacy Concerns, Trust, and Commitment,' Journal of Business Research, Vol.59(2006), pp.877-886   DOI   ScienceOn
51 Mowen, J.C. and Minor, M. Consumer Behavior(5th Edition ed.), Upper Saddle River(1998), New Jersey: Prentice-Hall