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The Antecedents of Trust Building and its Effects on Purchase Intention for Internet Used-car Transaction  

Lee, Ho-Geun (연세대학교 경영학과)
Lee, Seung-Chang (연세대학교 경영연구소)
Seong, Dae-Won (하나증권 리스크 관리팀)
Publication Information
Asia pacific journal of information systems / v.13, no.2, 2003 , pp. 119-143 More about this Journal
Abstract
Trust has been identified as a key component in many e-Commerce studies. The purpose of this study is to find out which factors play a major role in building trust and how the built-up trust affect consumer's purchase intention in Internet used-car transactions. Based on the information asymmetry, TAM(Technology Acceptance Model), and the trust theory, our research model includes factors such as a buyer's propensity-to-trust, institutional characteristics(inspection and warranty policy), word-of-mouth referral, perceived size, and perceived benefits as independent variables. The model also includes trust as a mediate variable, intention to purchase as a dependent variable and perceived quality risk as a moderate variable. The research model is tested by analyzing 787 sample data gathered from Internet used-car transaction sites. The result shows that the trust has significant effects on the online purchase intention, and institutional characteristics has been identified as the most significant factor for the trust of Internet used-car sites. The independent factors influencing trust vary depending on the level of perceived quality risk. For users who perceive the quality risk low, the perceived benefits explain a little portion of the purchase intention. However, those who perceive quality risk high would purchase used-cars only when they have trust on the Internet sites, indicating that trust play an important role as a mediate variable. This study suggests that enhancing the trust in Internet used-car sites is important to increase online transactions.
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