지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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.
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참고문헌 (59)
참고문헌 신청
Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211
Joseph Alba / 1997 / Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces / Journal of Marketing 61(3):38~53
Shaizatulaqma Kamalul Ariffin / 2018 / Influence of consumers’ perceived risk on consumers’ online purchase intention / Journal of Research in Interactive Marketing 12(3):309~327
Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Academy of Marketing Science 16(1):74~94
Bagozzi, R. P. / 1991 / Assessing Construct Validity in Organizational Research / Administrative Science Quarterly 36(3):421~458
Joseph Alba / 1997 / Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces / Journal of Marketing 61(3):38~53
Shaizatulaqma Kamalul Ariffin / 2018 / Influence of consumers’ perceived risk on consumers’ online purchase intention / Journal of Research in Interactive Marketing 12(3):309~327
Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Academy of Marketing Science 16(1):74~94
Bagozzi, R. P. / 1991 / Assessing Construct Validity in Organizational Research / Administrative Science Quarterly 36(3):421~458
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