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The Effect of Trust Building Degree and Method in E-Commerce on Service Quality  

서창적 (서강대학교 경영대학 경영학부)
전희준 (서강대학교 대학원 경영학과)
김영택 (경기대학교 경영학부)
Publication Information
Journal of Korean Society for Quality Management / v.31, no.2, 2003 , pp. 51-68 More about this Journal
Abstract
This research addresses familiarity and degree of using Internet site and trust building to affect service quality in e-commerce. We assume that the familiarity and frequency of using Internet site affect perceived service quality of customer. Also it assumes that customer's trust building intermediates their relationships. Several hypotheses are set to test these assumptions empirically. Consequently, the results show that familiarity of using Internet site affects customer's perceived service quality significantly except for tangible. Also it is found that degree of customer's trust building intermediates the relationship between familiarity of using Internet site and customer's perceived service quality significantly. For gaining good trust of customer in Internet site, we suggest that familiarity should fit into customer's needs.
Keywords
신뢰 구축;전자상거래;인터넷 서비스;서비스 품질;
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