인터넷 쇼핑몰이 갖는 품질요인이 사용자 신뢰와 수용에 미치는 영향에 대한 연구

Exploring the Influence of the Internet Shopping Mall's Quality Factors on User Trust and Acceptance

  • 발행 : 2005.05.01

초록

As the electronic commerce has grown dramatically, visiting the Internet shopping malls is accepted as one of our daily life. Despite many studies about user acceptance of the Internet shopping malls, it still remains unanswered how the Internet shopping mall's three quality factors such as system qualify, Information qualify, and service quality affect user trust, and eventually user acceptance of the mall. To investigate this issue, we propose a research model in which six external factors such as three qualify factors as well as self-efficacy, subjective norm, and trust have a significant impact on user's attitude and intention to use the mall. After garnering 244 valid questionnaires from users, we analyze them with structural equation modeling. Experiment results show that the Internet shopping mall's three quality factors such as system quality, information qualify, and service quality significantly Influence user trust for the mall, which in turn impacts user's perceived usefulness, attitude toward using the mall. Another external factors such as self-efficacy and subjective norm also influence user's perceived ease of use and perceived usefulness respectively, affecting user's attitude altogether. Implications and further research directions are presented.

키워드

참고문헌

  1. 강병서, 인과분석을 위한 연구방법론, 무역경영사, 1999
  2. 윤철호, 김상훈, '전자상점 수용모형에 관한 연구', 한국경영정보학회 2003 춘계학술대회 논문집, (2003), pp.937-946
  3. 이호근, 이승창, 성대원, '품질위험 지각 정도에 따른 인터넷 중고차 사이트의 신뢰형성 요인과 구매의도에 미치는 영향에 관한 연구',경영정보학연구, 제13권, 제2호(2003), pp. 119-143
  4. 통계청,2003년 4월 사이버쇼핑몰통계조사결과, http://www.nso.go.kr/newcms/upload_file/upload2/suec0304.PDF, 통계청, 2003
  5. Agarwal, R. and E. Karahanna, 'Time Flies When You're Having Fun : Cognitive Absorption and Beliefs about Information Technology Usage,' MIS Quarterly, Vol. 24, No.4(2000), pp.665-694 https://doi.org/10.2307/3250951
  6. Ahmed, Z.U., J.P. Johnson, X. Yang, C.K. Fatt, H.S. Teng and L.C. Boon, 'Does Country of Origin Matter for Low-Involvement Products?,' International Marketing Review, Vol.21, No.1(2004), pp.102-120 https://doi.org/10.1108/02651330410522925
  7. Ajzen, I. and M. Fishbein, Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ, 1980
  8. Aladwani, A.M. and P.C. Palvia, 'Developing and Validating an Instrument for Measuring User-Perceived Web Quality,' Information & Management, Vol.39, No.6 (2002), pp.467-476 https://doi.org/10.1016/S0378-7206(01)00113-6
  9. Anandarajan, M., M. Igbaria and U.P. Anakwe, 'IT Acceptance in a Less-Developed Country : A Motivational Factor Perspective,' International Journal of Information Management, Vol.22, No.1(2002), pp.47-65 https://doi.org/10.1016/S0268-4012(01)00040-8
  10. Bailey, J.E. and S.W. Pearson, 'Development of a Tool for Measuring and Analyzing Computer User Satisfaction,' Management Science, Vol.29, No.5(1983), pp.530-545 https://doi.org/10.1287/mnsc.29.5.530
  11. Bandura, A., 'Self-Efficacy : Toward a Unifying Theory of Behavioral Change,' Psychological Review, Vol.84, No.2(1977), pp.191-215 https://doi.org/10.1037/0033-295X.84.2.191
  12. Barnes, S.J. and R. Vidgen, 'An Evaluation of Cyber-Bookshops : The WebQual Method,' International Journal of Electronic Commerce, Vol.6, No.1(2001), pp.11-30
  13. Chau, P.Y.K. and P.J. Hu, 'Examining a Model of Information Technology Acceptance by Individual Professionals : An Exploratory Study,' Journal of Management Information Systems, Vol.18, No.4(2002), pp.191-229
  14. Chau, P.Y.K. and P.J.-H. Hu, 'Information Technology Acceptance by Individual Professionals : A Model Comparison Approach,' Decision Sciences, Vol.32, No.4(2001), pp.699-719 https://doi.org/10.1111/j.1540-5915.2001.tb00978.x
  15. Crosby, L., K. Evans and D. Cowles, 'Relationship Quality in Services Selling : An Interpersonal Influence Perspective,' Journal of Marketing, Vol.54, No.3(1990), pp. 68-81 https://doi.org/10.2307/1251817
  16. Davis, F.D., 'Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology,' MIS Quarterly, Vol.13, No.3(1989), pp.319-340 https://doi.org/10.2307/249008
  17. Davis, F.D., R.P. Bagozzi and P.R. Warshaw, 'User. Acceptance of Computer Technology : A Comparison of Two Theoretical Models,' Management Science, Vol. 35, No.8(1989), pp.982-1003 https://doi.org/10.1287/mnsc.35.8.982
  18. Davis, F.D. and V. Venkatesh, 'A Critical Assessment of Potential Measurement Biases in the Technology Acceptance Model : Three Experiments,' International Journal of Human-Computer Studies, Vol. 45, No.1(1996), pp.19-45 https://doi.org/10.1006/ijhc.1996.0040
  19. DeLone, W.H. and E.R. McLean, 'Information Systems Success : The Quest for the Dependent Variable,' Information Systems Research, Vol.3, No.1(1992), pp.60-95 https://doi.org/10.1287/isre.3.1.60
  20. DeLone, W.H. and E.R. McLean, 'The DeLone and McLean Model of Information Systems Success : A Ten-Year Update,' Journal of Management Information Systems, Vol.19, No.4(2003), pp.9-30
  21. Eastin, M.S., 'Diffusion of E-Commerce : An Analysis of the Adoption of Four E-Commerce Activities,' Telematics and Informatics, Vol.19, No.3(2002), pp.251-267 https://doi.org/10.1016/S0736-5853(01)00005-3
  22. Fishbein, M. and I. Ajzen, Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, Addison-Wesley, MA, 1975
  23. Gefen, D, 'E-Commerce : The Role of Familiarity and Trust,' Omega, Vol.28, No. 6(2000), pp.725-737 https://doi.org/10.1016/S0305-0483(00)00021-9
  24. Gefen, D., E. Karahanna and D.W. Straub, 'Trust and TAM in Online Shopping : An Integrated Model,' MIS Quarterly, Vol.27, No.1(2003), pp.51-90
  25. Gefen, D. and D.W. Straub, 'Gender Differences in the Perception and Use of E-Mail : An Extension to the Technology Acceptance Model,' MIS Quarterly, Vol.21, No.4 (1997), pp.389-400 https://doi.org/10.2307/249720
  26. Gulati, R., 'Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliances,' Academy of Management Journal, Vol.38, No.1(1995), pp.85-112 https://doi.org/10.2307/256729
  27. Hair, J.F., Jr., R.E. Anderson, R.L. Tatham and W.C. Black, Multivariate Data Analysis, Fifth Edition, Prentice-Hall, Upper Saddle River, NJ, 1998
  28. Hart, R and C. Saunders, 'Power and Trust : Critical Factors in the Adoption and Use of Electronic Data Interchange,' Organization Science, Vol.8, No.1(1997), pp.23-42 https://doi.org/10.1287/orsc.8.1.23
  29. Hoffman, D.L., T.P. Novak and M. Peralta, 'Building Consumer Trust Online,' Communications of the ACM, Vol.42, No.4 (1999), pp.80-85
  30. Hong, W., J.Y.L. Thong, W.M. Wong and K.Y. Tam, 'Determinants of User Acceptance of Digital Libraries : An Empirical Examination of Individual Differences and System Characteristics,' Journal of Management Information Systems, Vol.18, No. 3(2002), pp.97-124
  31. Igbaria, M., T. Guimaraes and G.B. Davis, 'Testing the Determinants of Microcomputer Usage via a Structural Equation Model,' Journal of Management Information Systems, Vol.11, No.4(1995), pp.87-114
  32. Ives, B., M.H. Olson and J.J. Baroudi, 'The Measurement of User Information Satisfaction,' Communications of the ACM, Vol. 26, No.10(1983), pp.785-793 https://doi.org/10.1145/358413.358430
  33. Jarvenpaa, S.L., K. Knoll and D.E. Leidner, 'Is Anybody Out There? Antecedents of Trust in Global Virtual Teams,' Journal of Management Information Systems, Vol.14, No.4(1998), pp.29-64
  34. Jarvenpaa, S.L. and N. Tractinsky, 'Consumer Trust in an Internet Store : A Cross-Cultural Validation,' Journal of Computer Mediated Communication, Vol.5, No. 2(1999), pp.1-35
  35. Karahanna, E. and D.W. Straub, 'The Psychological Origins of Perceived Usefulness and Ease-of-Use,' Information & Management, Vol.35, No.4(1999), pp.237-250 https://doi.org/10.1016/S0378-7206(98)00096-2
  36. Lederer, A.L., D.J. Maupin, MP. Sena and Y. Zhuang, 'The Technology Acceptance Model and the World Wide Web,' Decision Support Systems, Vol.29, No.3(2000), pp. 269-282 https://doi.org/10.1016/S0167-9236(00)00076-2
  37. Lee, M.K.O. and E. Turban, 'A Trust Model for Consumer Internet Shopping,' International Journal of Electronic Commerce, Vol.6, No.1(2001), pp.75-91
  38. Liao, Z. and M.T. Cheung, 'Internet-Based E-Shopping and Consumer Attitudes : An Empirical Study,' Information & Management, Vol.38, No.5(2001), pp.299-306 https://doi.org/10.1016/S0378-7206(00)00072-0
  39. Lin, J.C.-C. and H. Lu, 'Towards an Understanding of the Behavioral Intention to Use a Web Site,' International Journal of Information Management, Vol.20, No.3 (2000), pp.197-208 https://doi.org/10.1016/S0268-4012(00)00005-0
  40. Liu, C. and K.P. Arnett, 'Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,' Information & Management, Vol.38, No.1 (2000), pp.23-33 https://doi.org/10.1016/S0378-7206(00)00049-5
  41. Mathieson, K., 'Predicting User Intentions : Comparing the Technology Acceptance Model with the Theory of Planned Behavior,' Information Systems Research, Vol.2, No.3(1991), pp.173-191 https://doi.org/10.1287/isre.2.3.173
  42. McKnight, D.H., V. Choudhury and C. Kacmar, 'Trust in E-Commerce Vendors : A Two-Stage Model,' Proceedings of the 21st International Conference on Information Systems, Brisbane, Australia, (2000), pp.532-536
  43. Moorman, C, D. Rohit and Z. Gerald, 'Factors Affecting Trust in Market Research Relationships,' Journal of Marketing Research, Vol.57, No.1(1993), pp.81-101 https://doi.org/10.2307/1252059
  44. Morris, M.G. and A. Dillon, 'How User Perceptions Influence Software Use,' IEEE Software, Vol.14, No.4(1997), pp.58-65
  45. Myers, B.L., L.A. Kappelman and V.R. Prybutok, 'A Comprehensive Model for Assessing the Quality and Productivity of the Information Systems Function : Toward a Theory for Information Systems Assessment,' Information Resources Management Journal, Vol.10, No.1(1997), pp. 6-26
  46. O'Cass, A. and T. Fenech, 'Web Retailing Adoption : Exploring the Nature of Internet Users Web Retailing Behaviour,' Journal of Retailing and Consumer Services, Vol.10, No.2(2003), pp.81-94 https://doi.org/10.1016/S0969-6989(02)00004-8
  47. Palmer, J.W., 'Web Site Usability, Design, and Performance Metrics,' Information Systems Research, Vol.13, No.2(2002), pp. 151-167 https://doi.org/10.1287/isre.13.2.151.88
  48. Parasuraman, A., V.A. Zeithaml and L.L. Berry, 'A Conceptual Model of Service Quality and Its Implications for Future Research,' Journal of Marketing, Vol.49, No.4(1985), pp.41-50
  49. Pitt, L.F., R.T. Watson and C.B. Kavan, 'Service Quality : A Measure of Information Systems Effectiveness,' MIS Quarterly, Vol.19, No.2(1995), pp.173-187 https://doi.org/10.2307/249687
  50. Ranganathan, C. and S. Ganapathy, 'Key Dimensions of Business-to-Consumer Web Sites,' Information & Management, Vol. 39, No.6(2002), pp.457-465 https://doi.org/10.1016/S0378-7206(01)00112-4
  51. Reichheld, F.F. and P. Schefter, 'E-Loyalty : Your Secret Weapon on the Web,' Harvard Business Review, Vol.78, No.4(2000), pp.105-113
  52. Riemenschneider, C.K., D.A. Harrison and P.P. Mykytyn, 'Understanding IT Adoption Decision in Small Business : Integrating Current Theories,' Information & Management, Vol.40, No.4(2003), pp.269-285 https://doi.org/10.1016/S0378-7206(02)00010-1
  53. Roberts, P. and R. Henderson, 'Information Technology Acceptance in a Sample of Government Employees : A Test of the Technology Acceptance Model,' Interacting with Computers, Vol.12, No.5(2000), pp. 427-443 https://doi.org/10.1016/S0953-5438(98)00068-X
  54. Roy, M.C., O. Dewit and B.A. Aubert, 'The Impact of Interface Usability on Trust in Web Retailers,' Internet Research, Vol.11, No.5(2001), pp.388-398 https://doi.org/10.1108/10662240110410165
  55. Selz, D. and P. Schubert, 'Web Assessment : Some Evidence From Successful Interactive WWW Applications,' Internet Journal of Electronic Markets, Vol.7, No.3(1997), pp.1-4
  56. Shih, H.-R, 'An Empirical Study on Predicting User Acceptance of e-Shopping on the Web,' Information & Management, Vol.41, No.3(2004), pp.351-368 https://doi.org/10.1016/S0378-7206(03)00079-X
  57. Srinivasan, A., 'Alternative Measures of System Effectiveness : Associations and Implications,' MIS Quarterly, Vol.9, No.3 (1985), pp.243-253 https://doi.org/10.2307/248951
  58. Straub, D., M. Keil and W. Brenner, 'Testing the Technology Acceptance Model across Cultures : A Three Country Study,' Information & Management, Vol.33, No.1 (1997), pp.1-11 https://doi.org/10.1016/S0378-7206(97)00026-8
  59. Taylor, S. and P.A. Todd, 'Understanding Information Technology Usage : A Test of Competing Models,' Information Systems Research, Vol.6, No.2(1995), pp.144-176 https://doi.org/10.1287/isre.6.2.144
  60. Thompson, R.L., C.A. Higgins and J.M. Howell, 'Influence of Experience on Personal Computer Utilization : Testing a Conceptual Model,' Journal of Management Information Systems, Vol.11, No.1(1994), pp.167-187
  61. Venkatesh, V. and F.D. Davis, 'A Model of Antecedents of Perceived Ease of Use : Development and Test,' Decision Sciences, Vol.27, No.3(1996), pp.451-481 https://doi.org/10.1111/j.1540-5915.1996.tb01822.x
  62. Venkatesh, V. and F.D. Davis, 'A Theoretical Extension of the Technology Acceptance Model : Four Longitudinal Field Studies,' Management Science, Vol.46, No. 2(2000), pp.186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  63. Venkatesh, V., M.G. Morris, G.B. Davis and F.D. Davis, 'User Acceptance of Information Technology : Toward a Unified View,' MIS Quarterly, Vol.27, No.3(2003), pp.425-478
  64. Wu, S. and C.S. Lin, 'Exploring Users Intention and Behavior of the Portal Site : Application of Technology Acceptance Model,' Proceedings of the Pacific Asia Conference on Information Systems (PACIS) 2001, Seoul, Korea, (2001), pp.825-839
  65. Yoon, S.J., 'The Antecedent and Consequences of Trust in Online-Purchase Decisions,' Journal of Interactive Marketing, Vol.16, No.2(2002), pp.47-63