• 유통과학연구
• /
• 제18권3호
• /
• pp.5-14
• /
• 2020

Purpose: Trust plays an important role in e-commerce because consumers perceive more risk involved with this type of shopping than traditional way of shopping. Trust is defined as complex and multidimensional issue. This paper argues that trust should be considered to have two important components as trust belief and trust intention, in which trust belief has three components as competence, integrity and benevolence. Research design, data and methodology: This study examines the relationship between retailer website quality (web design, navigation, information), reputation and risk toward trust. In addition, trust and risk toward buying behavior are also considered, leading to customer satisfaction. The paper is conducted on a sample of 594 customers with direct experience of online shopping in Vietnam. Both confirmatory factor analysis (CFA) and a structural equation model (SEM) were utilised. Results: Empirical findings from this paper indicate that trust is high order construct. Website quality and reputation have positive impacts on customers' trust. Trust has a positive relationship to buying behavior and customers' satisfaction while perceived risk has negative relationship to buying behavior. In contrast, a relationship between perceived risk and trust is not supported in this study. Conclusions: Improving reputation and website quality (especially information) may increase customers' trust and eventually lead to purchase decision.

• 한국정보시스템학회지:정보시스템연구
• /
• 제30권2호
• /
• pp.165-188
• /
• 2021

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.

• Asia pacific journal of information systems
• /
• 제33권4호
• /
• pp.1156-1170
• /
• 2023

Various corporates have launched products and brands to meet the diverse needs of consumers. However, an excess of information and products could be collapsed into a choice paradox far from the intention. As an alternative to these problems, curation-based services have recently been in the limelight and can be adopted into e-commerce sites. As one of the earlier studies on the considerable factors of curation services, this study focuses on the online fashion recommendation system in which design quality, interactivity, and perceived usefulness will affect trust, satisfaction, and continued intention to use. In the result, the design quality factor shows a positive effect on satisfaction, but not on the trust. Also, interactivity doesn't demonstrate a significant positive effect on both the satisfaction and the trust factors far from the previous ones but the perceived usefulness had a positive effect on those. In addition, the personalization does not affect a significant effect on the satisfaction factor but on the trust factor. Subsequently, the trust affects the satisfaction, and the satisfaction on the continued intention to use factor, but trust does not significantly affect the continued intention to use directly.

• 정보관리학회지
• /
• 제24권1호
• /
• pp.227-250
• /
• 2007

온라인 커뮤니티 사이트는 최근 크게 발전하고 있다. 그 이유는 인터넷이 개인생활 속에 깊숙이 침투하면서 사회 연결망, 즉 social networking 현상이 활성화되고 그에 따라 많은 사용자들이 특정 온라인 커뮤니티 사이트에서 다양한 정보활동을 하고 있기 때문이다. 본 연구에서는 이러한 온라인 커뮤니티 사이트에 대한 중개자 신뢰와 시스템 신뢰가 해당 커뮤니티 내에서의 포럼활동에 대한 신뢰 및 정보품질 만족에 미치는 영향에 관한 실증분석을 하고자 한다. 실증분석을 위한 자료수집은 삼성경제연구소의 온라인 커뮤니티 사이트인 SERI (www.seri.erg)를 대상으로 하였으며 해당 SERI 사이트 내에서 SERI 포럼활동을 하고 있는 사용자들을 대상으로 하여 591명의 유의한 설문자료를 수집하였다. 실증분석 결과 다음과 같은 결과를 얻을 수 있었다. 첫째, SERI의 중개자 신뢰와 시스템 신뢰는 해당 SERI 포럼의 정보품질과 시스템품질, 그리고 인지효과성에 긍정적인 영향을준다. 둘째, SERI의 중개자 신뢰는 해당 SERI 포럼의 인지위험을 줄이는데 기여를 한다. 반면, SERI의 시스템 신뢰는 해당 SERI 포럼의 인지위험에는 유의한 영향을 주지 못한다. 이는 아무리 온라인 커뮤니티 사이트의 지명도가 높다고 하더라도 이는 해당 온라인 커뮤니티 내의 포럼 사용자가 느끼는 인지위험에는 유의한 영향을 주지 못하다는 것을 의미한다. 셋째 그러나 SERI의 중개자 신뢰와 시스템 신뢰가 높을수록 해당 SERI 포럼의 신뢰와 정보품질만족에는 긍정적인 영향을 준다.

• 한국IT서비스학회지
• /
• 제15권4호
• /
• pp.125-151
• /
• 2016

In recent years, O2O (Online to Offline) services get a lot of attention to improve the trust in online shopping and minimize the inconvenience and the cost burden in offline shopping as the number of consumers, who do not show concern about the purchase platform like online or offline, increases. Even though the services have been getting the spotlight as a strong business platform for next generation commerce, there have been only a few studies on the O2O services. The purpose of this research is to investigate the factors which affect the consumer's intention to use location-based O2O services. The study is based on VAM (Value-based Adoption Model) which is able to analyze those factors from the aspects of benefit and sacrifice. We used the partial least squares (PLS) method for empirical analysis, and the result shows that contextual offers, instant connectivity, webrooming and economic efficiency, which fall under the benefit, affect perceived value positively while annoyance and face consciousness, which fall under the sacrifice, do not affect perceived value significantly. In addition, contextual offers and instant connectivity affect trust positively. Location accuracy, which falls under the benefit of location-based O2O service, do not significantly affect perceived value and trust while security risk affects trust and use intention negatively. It appears that trust affects perceived value and use intention positively.

• 유통과학연구
• /
• 제20권5호
• /
• pp.13-22
• /
• 2022

Purpose: This study aimed to identify factors affecting attitudes and intentions toward online purchasing of millennials and gen z in Indonesia by considering distribution capabilities factors. Research design, data and methodology: This study used a non-probability sampling technique. The questionnaire was distributed through an online platform and obtained 225 respondents. The data acquired from the respondents used SPSS 23 and AMOSS 21 to process the Structural Equation Model (SEM). Results: The results of this study stated that attitudes and intentions toward online purchases were influenced by delivery speed and trust. The results also stated that the perception of web quality positively influenced trust. On the other hand, shipping tracking, people's importance to consumers, and online reviews had no significant effects on online purchasing attitudes. Conclusions: This research has made an essential contribution to increasing and expanding our understanding of factors that affect attitudes and intentions toward online shopping in a developing market, Indonesia. From a practical perspective, this research examined the integrated consumer model of millennials and Gen Z online shopping in Indonesia that considers distribution capability, trust, and perceived website quality factors. Therefore, e-commerce business actors can design e-marketing strategies and programs to achieve the company's long-term goals.

• Asia Marketing Journal
• /
• 제21권2호
• /
• pp.99-115
• /
• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• 유통과학연구
• /
• 제20권1호
• /
• pp.13-26
• /
• 2022

Purpose: The Covid-19 pandemic has accelerated and triggered changes in online shopping especially in an emerging market. This paper develops a modification of SERVQUAL model to examine the relationship between individual dimensions of e-service quality, online trust and purchase intentions in singular online shopping platform. Research design, data and methodology: Data from an online survey of 385 Lazada's shoppers were used to test the research model. The structural equation modeling technique was performed to test the research model. Results: The analytical results revealed that five dimensions of e-service quality were positively correlated with one another whereas some dimensions were negatively correlated with purchase intentions. The results of this study provide new insight into the literature as well as practical implications for marketers especially in Thai online market. Conclusion: This study develops the instrument dimensions of e-service quality through modifying the SERVQUAL model to examine the e-commerce context and to testify how these individual dimensions are interlinked with one another. It also suggests that responsiveness has two-sided affects that in responses which are too prompt and insistent could make the customer feel uncomfortable and perhaps ending up with no interaction and transaction.

• Asia pacific journal of information systems
• /
• 제13권2호
• /
• pp.119-143
• /
• 2003

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.

• 디지털융복합연구
• /
• 제12권1호
• /
• pp.171-176
• /
• 2014

최근 온라인 쇼핑몰의 증가로 인해 소비자들의 생활방식에도 많은 변화가 일어났으며, 현재 백화점들의 온라인 쇼핑몰에서는 명품들과 외국 화장품까지도 판매되고 있다. 아직까지는 모든 제품이 아닌 몇몇의 제품들만을 온라인 쇼핑몰에서 판매하고 있지만 소비자들이 브랜드 상품을 더욱 저렴한 가격에 구매하려는 경향을 보임으로써 백화점의 브랜드 상품을 온라인 쇼핑몰에서 판매하려는 경향이 늘어나고 있다. 이에 본 논문에서 연구한 결과 첫째, 모기업의 신뢰는 쇼핑몰의 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 쇼핑몰의 신뢰는 쇼핑몰 만족에 긍정적인 영향을 미쳤으나 모기업 신뢰가 매개변수를 거치지 않고 쇼핑몰 만족에 미치는 영향에 대해 연구한 결과 모기업의 신뢰는 쇼핑몰 만족에 영향을 미치지 않았다.