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Influence of consumer trust on e-commerce vendor and trust predecessors: Focusing on search and experience goods in China market.
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전자상거래 벤더에 대한 소비자 신뢰의 영향과 신뢰 선행 요인: 중국시장에서 탐색재와 경험재를 중심으로

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Type
Academic journal
Author
Kim, Renee Bo-Young (한양대학교) Park, Joonyong (한양대학교)
Journal
The Korea Service Management Society Journal of Korea Service Management Society Vol.21 No.2 KCI Accredited Journals
Published
2020.6
Pages
202 - 226 (25page)
DOI
10.15706/jksms.2020.21.2.009

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Influence of consumer trust on e-commerce vendor and trust predecessors: Focusing on search and experience goods in China market.
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Abstract· Keywords

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Trust plays an important role in many socio-economic interactions, including uncertainty and dependence. Since uncertainties exist in transactions over the Internet, trust is a critical factor influencing e-commerce. This study considers the characteristics of the trustee(vender) and trustor(consumer) as factors leading to the consumer trust. We also considered product types(experience goods and search goods) at the time of purchase, and examined attitudes, intentions(willingness to buy), and perceived risk about purchases as factors and consequences of consumer trust. The survey was conducted on e-commerce consumers in the China and the research model was tested by PLS-SEM. The results show that e-commerce market in the China, perceived reputation, system assurance and propensity to trust are positively related to consumer trust, regardless of product type. Consumer trust is positively related to attitudes and intention, and negatively related to perceived risk in the search goods. In the case of experience goods, the perceived risk was negatively effecting attitude and willingness to buy.
#Consumer trust #E-commerce vendor #Type of product #China

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 분석 결과
Ⅴ. 결론
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References (55)

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김상수 / 2019 / 온라인 오픈마켓 플랫폼 신뢰가 판매자 신뢰와 거래만족, 그리고 지속사용의도에 미치는 영향: 신뢰전이를 중심으로 / 서비스경영학회지 20(5):211~233 dbpia 변충규 / 2016 / 구전정보의 유용성과 신뢰성이 소셜커머스 이용의도에 미치는 영향: 지각위험과 충동구매의 매개적 역할 / 서비스경영학회지 17(4):89~106 dbpia 이경민 / 2017 / 공유경제에서 프라이버시 정책을 통한 신뢰형성 및 신뢰 전이에 대한 연구: Airbnb 사용자의 문화적 배경의 조절 효과 / 서비스경영학회지 18(2):315~340 dbpia 이은용 / 2016 / 신선 식품 구매용 모바일 앱 속성이 고객 신뢰, 만족 및 순 효익에미치는 영향 / e-비즈니스연구 17(4):175~192 dbpia 조성의 / 2011 / 서비스상품 전자상거래에서 고객의 구매영향요인 연구: 지각된 위험과 고객구매의도에 초점 / 서비스경영학회지 12(5):83~107 dbpia

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