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http://dx.doi.org/10.9716/KITS.2011.10.2.001

Bidimensionality of Trust In the Electronic Commerce  

Kim, Jong-Ki (부산대학교 경영대학 경영학과)
Kim, Sang-Hee (부산대학교 일반대학원 경영학과)
Publication Information
Journal of Information Technology Services / v.10, no.2, 2011 , pp. 1-20 More about this Journal
Abstract
Due to the wide use of internet, electronic commerce market is gradually increasing but consumers still conceive various transaction-related problems. Various studies argue that those problems are obstructing trust in electronic commerce. Most studies on electronic commerce address that trust is measured as a Single dimension in which factors obstructing trust are same as those of increasing distrust. However, this study doesn't view trust as a single dimensional level but understands trust and distrust are bidimensional. This study also holds a viewpoint that they are influenced by different antecedents. According to the results of empirical analysis, the antecedents of trust have a significant explanatory power to trust and those of distrust have it to distrust. Other relations among the notions of trust and distrust, perceived risk and purchase intention as depicted in the research model are all statistically significant except the relation between distrust and purchase intention. This study shows a strong evidence of the bidimensionality of trust with separate antecedents.
Keywords
Electronic commerce; Trust; Distrust; Bidimensionality; Perceived Risk; Purchase Intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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