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The Effects of Product Involvement on Required Trust Level and the Online Merchant Choice  

Lee, Jung-Min (Graduate School, Chung-Ang University)
Cho, Hwi-Hyung (Management and Distribution Research Institute, SungKongHoe University)
Seo, Yong-Won (College of Business and Economics, Chung-Ang University)
Hong, Il-Yoo (College of Business and Economics, Chung-Ang University)
Publication Information
Information Systems Review / v.13, no.2, 2011 , pp. 17-41 More about this Journal
Abstract
A review of the related literature indicates that consumers' risk perceptions are largely affected by product involvement. This study investigates the impact of product involvement on required trust level and the online merchant choice. We developed a conceptual model that depicts the nomological relationships among product involvement, required trust level, and the online merchant choice, and formulated three hypotheses based on the conceptual model. An empirical study designed to accomplish the research objectives has been conducted using a questionnaire survey with 230 students in a university in Korea. The findings indicated that high-involvement products have higher trust level as required by consumers than low-involvement products, that consumers buying high-involvement products prefer digital storefronts, and that consumers buying low-involvement products prefer B2C e-marketplaces. The paper offers implications for academics as well as practitioners, based on the research results.
Keywords
Online Shopping Mall; E-marketplace; Required Trust Level; Perceived Risk; Online Merchant;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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