• Asia pacific journal of information systems
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• v.15 no.2
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• pp.65-96
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• 2005

It is generally believed that, compared to traditional commerce, Electronic Commerce(EC) is more difficult to gain and sustain customers. One of the major reasons that customers do not use EC is lack of trust. Previous researches on the EC user's trust suggested that risk is an antecedent of trust and the concept of trust is highly related to risk. This study proposed a combined model in which includes the factors based on generic information security risk analysis methodology and trust factors in EC. The objectives of this study are follows; first, investigating the relationship between trust and risk that are antecedent factors of purchase intention, and second, examining the validity of information security risk analysis approach in EC environment. Based on the survey results of 143 MBA students statistical analysis showed that factors like threats and controls were significantly related to risk, but assets did not have statistically significant relationship with risk. Controls and knowledge of EC had meaningful effect on user's trust. This study found that risk analysis methodology which is generally used at organizational level is practically useful at user level on EC environment. In conclusion, the results of this study would be applied to generic situation of information security for analyzing and managing the risk. Besides, this study emphasized that EC vendors need to pay more attention to the information security risk to gain customer's trust.

• Asia pacific journal of information systems
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• v.19 no.1
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• Journal of the Korean Operations Research and Management Science Society
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• v.29 no.2
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• pp.97-116
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• 2004

Recently, e portion of on-line stock brokerage has been rapidly increased to be more than 50%, on the basis of contracted money. The usage of wCTS(Web Based Cyber Trading Systems) has now got into the steady state over the initial diffusion stage, which means wCTS has got more-than-half customer base in on-line service. Therefore, brokerage service providers have their competitive strategic focus on customer retention through the enhancement of customer loyalty. This study provides framework and survey results on explanation of wCTS user's loyalty, what and how factors affect wCTS user's loyalty. We adopt the results of early studies on information technology acceptance and diffusion such as TAM(Technology Acceptance Model) and IDT(Innovation Diffusion Theory). We also referred loyalty theory of marketing area and studios on CTS usage. We categorized explanation factors as three groups characteristics of users, characteristics of system, social environment. And we assumed that these three factors could affect the loyalty through two parameters : customer satisfaction and trust to the system. This study firstly shows that the ease of use and usefulness, the major factors of TAM. can also be applied to the loyalty of wCTS with resulting that the usefulness is more important than the ease of use In wCTS. Secondly, it shows that the innovative and risk-sensitive user has the lower degree of loyalty. Thirdly, it shows that the satisfaction and trust impact the loyalty simultaneously, the trust particularly impacts more strongly than the loyalty, due to the characteristics of monetary transaction in wCTS. This study provides meaningful results to the other on-line EC service fields as a first empirical research regarding the loyalty to wCTS which is a typical on-line EC service.