Browse > Article
http://dx.doi.org/10.5859/KAIS.2021.30.2.165

The Role of Multi-dimensional Institutional Mechanisms in Building Trust on Online Marketplaces  

Roh, Yoon Ho (부산대학교 경영학과)
Ok, Seok Jae (부산대학교 경영학과)
Publication Information
The Journal of Information Systems / v.30, no.2, 2021 , pp. 165-188 More about this Journal
Abstract
Purpose This study was conducted to identify the multidimensional role of institutional mechanisms in the linear relationship of satisfaction, trust and repurchase intention, which are used as an important concept in the research of e-commerce. To this end, a research model was proposed by combining concepts which are the concept of perceived effectiveness of institutional mechanisms for overall e-commerce environment(e.g., PEEIM) and the concep of perceived effectiveness of institutional structures(e.g., PEIS) of a specific marketplace based on the social cognitive theory. Design/methodology/approach This study was conducted by dividing the data into two groups to identify institutional mechanisms and trust-building relationships according to the institutional contexts inherent in e-commerce. The institutional contexts were set up for the top two online companies and the bottom two online companies according to the results of the open market brand assessment from 2018 to 2019 in South Korea. Findings The result of this study found that PEIS had a direct impact on trust in both high and low groups respectively whereas PEEIM presented different paradoxical results in high and low groups. In the relationship between the satisfaction and the trust in the vendor of the high group, PEEIM showed negative moderating effects but in the relationship between the trust and the repurchase intention of the low group PEEIM showed positive moderating effects.
Keywords
Institutional Mechanisms; PEEIM; PEIS; Trust; Prospect theory; Repurchase Intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Chin, W. W., "How to Write up and Report PLS Analyses, in Handbook of Partial Least Squares: Conceps, Esposito Vinzi, V., Chin, W. W., Henseler, J. and Wang, H.(eds.), Methods and Application, 2010, pp. 655-690.
2 Chiu, C. M., Hsu, M. H., Lai, H., and Chang, C. M. "Re-examining the Influence of Trust on Online Repeat Purchase Intention: The Moderating Role of Habit and Its Antecedents," Decision Support Systems, Vol. 53, No. 4, 2012, pp. 835-845.   DOI
3 Corritore, C. L., Kracher, B., and Wiedenbeck, S., "On-Line Trust: Concepts, Evolving Themes, a Model," International Journal of Human-Computer Studies, Vol. 58, No. 6, 2003, pp. 737-758.   DOI
4 Gefen, D., Karahanna, E., and Straub, D. W., "Trust and TAM in Online Shopping: an Integrated Model," MIS Quarterly, Vol. 27, No. 1, 2003, pp. 51-90.   DOI
5 Grabner-Krauter, S. and Kaluscha, E. A. "Empirical Research in On-Line Trust: A Review and Critical Assessment," International Journal of HumanComputer Studies, Vol. 58, 2003, pp. 783-812.   DOI
6 Kahneman, D. and Tversky, A., "Prospect Theory: An Analysis of Decisions under Risk," Econometrica, Vol. 47, No. 2, 1979, pp. 263-291.   DOI
7 Louis, M.R. and Sutton, R.I. "Switching Cognitive Gears: From Habits of Mind to Active Thinking," Human Relations, Vol. 44, No. 1, 1991, pp. 55-76.   DOI
8 Zou, H., Fang, Y., Lim, K. H., and McCole, P., "Investigating the Nonlinear and Conditional Effects of Trust on Effective Customer Retention: The Role of Institutional Contexts," Australasia Conference on Information Systems, Wollongong, 2016.
9 Sarstedt, M., Henseler, J. and Ringle, C. M., "Multigroup Analysis in Partial Least Squares(PLS) Path Modeling: Alternative Methods And Empirical Results," Advances in International Marketing, Vol. 22, 2011, pp. 195-218.   DOI
10 Fang, Y., Qureshi H. S., and McCole, P., "Trust, Satisfaction and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-commerce Institutional Mechanisms," MIS Quarterly, Vol. 38, No. 2, 2014, pp. 407-427.   DOI
11 Liu, B. Q. and Goodhue, D., "Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers," Information Systems Research, Vol. 23, No. 4, 2012, pp. 1246-1262.   DOI
12 Sitkin, S. B. and Pablo, A. L., "Reconceptualizing the Determinants of Risk Behavior," The Academy of Management Review, Vol. 17, No. 1, 1992, pp. 9-38.   DOI
13 Bao, H., Li, B., Shen, J., and Hou, F., "Repurchase Intention in the Chinese e-marketplace Roles of Interactivity, Trust and Perceived Effectiveness of E-commerce Institutional Mechanismss," Industrial Management & Data Systems, Vol. 116, No. 8, 2016, pp. 1759-1778.   DOI
14 Chen, X., Huang, Q., Davison, R. M., and Hua, Z., "What Drives Trust Transfer? The Moderating Roles of Seller-Specific and General Institutional Mechanisms," International Journal of Electronic Commerce, Vol. 20, No. 2, 2016, pp. 261-289.   DOI
15 Gefen, D. and Pavlou, P., "The Moderating Role of Perceived Regulatory Effectiveness of Online Marketplaces on the Role of Trust and Risk on Transaction Intentions," in Proceedings of the 27th International Conference on Information Systems, Milwaukee, WI, 2006, pp. 1313-1330.
16 Gefen, D. and Pavlou, P. A., "The Boundaries of Trust and Risk: the Quadratic Moderating Role of Institutional Structures," Information System Research, Vol. 23, No. 3-2, 2012, pp. 940-959.   DOI
17 Grewal, D. and Lundsey-Mullikin, J. "The Moderating Role of the Price Frame on the Effects of Price Range and the Number of Competitors on Consumers' Search Intentions," Journal of the Academy of Marketing Science, Vol. 34, No. 1, 2006, pp. 55-62.   DOI
18 Dong, X. and Wang, T., "Social Tie Formation in Chinese Online Social Commerce: The Role of IT Affordances," International Journal of Information Management, Vol. 42, 2018, pp. 49-64.   DOI
19 Lu, B., Zeng, Q., and Fan, W., "Examining Macro-sources of Institution-based Trust in Social Commerce Marketplaces: An Empirical Study," Electronic Commerce Research and Applications, Vol. 20, 2016, pp. 116-131.   DOI
20 Mayer, R. C., Davis, J. H., and Schoorman, F. D., "An Integrative Model of Organizational Trust," Academy of Management Review, Vol. 20, No. 3, 1995, pp. 709-734.   DOI
21 McKnight, D., Cummings, L. L., and Chervany, N., "Initial Trust Formation in New Organizational Relationships," Academy of Management Review, Vol. 23, No. 3, 1998. pp. 473-490.   DOI
22 Pennington, R., Wilcox, D., and Grover, V., "The Role of System Trust in Business-to-Consumer Transactions," Journal of Management Information Systems, Vol. 20, No. 3, 2003, pp. 197-226.   DOI
23 Pavlou, P. A. and Gefen, D., "Building Effective Online Marketplaces with Institution-based Trust," Information System Research, Vol. 15, No. 1, 2004, pp. 37-59.   DOI
24 Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., and Compeau, D., "Understanding Online Customer Repurchasing Intention and the Mediating Role of Trust: An Empirical Investigation in Two Developed Countries," European Journal of Information Systems, Vol. 18, No. 3, 2009, pp. 5-22.
25 Kim, S. S., Malhotra, N. K., and Narasimhan, S., "Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison," Information Systems Research, Vol. 16, No. 4, 2005, pp. 418-432.   DOI
26 Benlian, A., "Effect Mechanisms of Perceptual Congruence between Information Systems Professionals and Users on Satisfaction with Service," Journal of Management Information Systems, Vol. 29, No. 4, 2013, pp. 63-96.   DOI
27 노윤호, 옥석재, "전자상거래에서 온라인 업체의 신뢰에 미치는 제도적 메커니즘의 영향," 정보시스템연구, 제28권 제2호, 2019, pp. 73-92.
28 최슬비, 안현철, 곽기영, "오픈마켓에서 신뢰가 치성이 구매의도에 미치는 영향: 신뢰와 불신을 중심으로," 정보시스템연구, 제26권 제1호, 2017, pp. 171-188.
29 한국기업평판연구소, 오픈마켓 브랜드 2018년, 2019년 빅데이터 분석 보고서, 2019.
30 Camerer, C., "Three Cheers-Psychological, Theoretical, Empirical - For Loss Aversion," Journal of Marketing Research, Vol. 42, No. 2, 2005, pp. 129-133   DOI
31 Chiu, C. M., Wang, E. T. G., Fang, Y. H., and Huang, H. Y., "Understanding Customers' Repeat Purchase Intentions in B2C E-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk," Information Systems Journal, Vol. 24, 2014, pp. 85-114.   DOI
32 McKnight, D. H., and Chervany, N. "What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology," International Journal of Electronic Commerce, Vol. 6, No. 2, 2002, pp. 35-59.   DOI
33 Chen, D. and Liang, H., "Shaping Consumer Perception to Motivate Online Shopping: A Prospect Theory Perspective," Association for Information Systems, 2006, http://aisel.aisnet.org/sighci2006
34 Chin, W. W., "The Partial Least Squares Approach to Structural Equation Modeling," in Modern Methods for Business Research, Marcoulides, G.A. (ed), Lawrence Erlbaum Associates: New Jersey, 1998, pp. 195-336.
35 Huang, Q., Chen, X., Ou, C. X., Davison, R. M., and Hua, Z., "Understanding Buyers' Loyalty to a C2C Platform: The Roles of Social Capital, Satisfaction and Perceived Effectiveness of E-commerce Institutional Mechanisms," John Wiley & Sons Ltd, Information Systems Journal, Vol. 27, 2017, pp. 91-119.   DOI
36 Chin, W. W., Marcolin, B. L., and Newsted, P. R., "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study, Information Systems Research, Vol. 14, No. 2, 2003, pp. 189-217.   DOI
37 Chong, A. Y. L., Lacka, E., Li, B., and Chan H. K., "The Role of Social Media in Enhancing Guanxi and Perceived Effectiveness of E-commerce Institutional Mechanisms in Online Marketplace," Information & Management, Vol. 55, 2018, pp. 621-632.   DOI
38 Cohen, J. O., "Statistical Power and Analysis for the Behavioral Science(Second Edition)," Hilsdale, New jersey: Lawrence Erlbaum Associates, 1988.
39 Osborn, R. N. and Jackson, D. H., "Leaders, Riverboat Gamblers, or Purposeful Unintended Consequences in the Management of Complex, Dangerous Technologies," Academy of Management Journal, Vol. 31, No. 4, 1988, pp. 924-947.   DOI
40 McCole, P., Fang, Y., and Li, H., "The Role of Structural Assurance on Previous Satisfaction, Trust and Continuance Intention: The Case of Online Betting," Information Technology & People, July 2018, DOI: 10.1108/ ITP-08-2017-0274.   DOI
41 Pavlou, P. A. and Gefen, D., "Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role," Information Systems Research, Vol. 16, No. 4, 2005, pp. 372-399.   DOI
42 Schlosser, A. E., White, T. B., and Lloyd, S. M., "Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions," Journal of Marketing, Vol. 70, 2006, pp. 133-148.   DOI
43 Shapiro, S. P., "The Social Control of Impersonal Trust," The American Journal of Sociology, Vol. 93, No. 3, 1987, pp. 623-658.   DOI
44 Sun, H., Fang, Y., and Hsieh, J. J. P., "Consuming Information Systems: An Economic Model of User Satisfaction," Decision Support Systems, Vol. 57, 2014, pp. 188-199.   DOI
45 Wang, H., Du, R., and Olsen, T., "Feedback Mechanisms and Consumer Satisfaction, Trust and Repurchase Intention in Online Retail," Information Systems Management, Vol. 35, No. 03, 2018, pp. 1-19.
46 Zucker, L. G., "Production of Trust: Institutional Sources of Economic Structure: 1840-1920," in Research in Organizational Behavior, B. M. Staw and L. L. Cummings (eds.), Greenwich, CT: JAI Press, 1986, pp. 53-111.