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인터넷 쇼핑몰의 신뢰 결정요인에 관한 국가 간 비교 연구 : 한국.중국 이용자를 대상으로

원문정보

A Cross-National Study on the Determinants of Trust in Internet Shopping Mall : Focusing on Korean and Chinese Users

정철호, 정영수

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초록

영어

The objective of this study is to investigate factors influencing trust on internet shopping mall and to examine whether these factors on trust have differences between Korean and Chinese users. Based on the literature reviews, this study employs six factors in two groups of influencing factors, web-site characteristics and individual characteristics as key determinants of trust in internet shopping mall. Analysis of 470 responses (Korean: 320 users, Chinese: 150 users) of survey questionnaire indicates the following: In terms of the relationship between web-site characteristics factors and the trust, the results showed clear differences between Korean and Chinese samples. For the Korean samples, transaction security and interactivity were the only significant influencing factors. For the Chinese samples, perceived reputation and perceived size were the only significant factors. In terms of individual characteristics factors, the influencing factors were found identical for the samples. Both propensity to trust and familiarity were significant factors in both Korean and Chinese samples. Based on the findings, managerial implications are discussed in building user trust in internet shopping mall in Korean and Chinese market.

목차

Abstract
 1. 서론
 2. 문헌 연구
  2.1 신뢰
  2.2 인터넷 쇼핑몰에서 신뢰형성 영향요인
  2.3 인터넷 쇼핑몰 국가간 비교 선행연구
 3. 실증연구 설계
  3.1 연구모형의 개발
  3.2 연구가설의 개발
  3.3 연구 변수의 조작적 정의
 4. 가설검정 및 결과해석
  4.1 조사대상 및 표본조사 방법
  4.2 타당성 및 신뢰성 검증
  4.3 측정 변수 값의 국가간 차이 분석
  4.4 가설검정 및 결과해석
 5. 결론
  5.1 연구결과의 요약 및 의의
  5.2 한계점 및 향후 연구방향
 참고문헌

저자정보

  • 정철호 Chul-Ho Jung. 충남대학교 경영학과
  • 정영수 Young-Soo Chung. 충남대학교 경영학부

참고문헌

자료제공 : 네이버학술정보

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