Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

The Determinants of Trust and Participation Intention in Internet Auction : Model Generating Strategy Approach

인터넷 경매사이트에서의 신뢰와 참여의도 결정요인에 관한 연구 : 모델생성전략 접근

  • 곽기영 (계명대학교 경영정보학과) ;
  • 김효정 (계명대학교 경영정보학과)
  • Published : 2005.09.01
Download PDF
⟨ Previous Next ⟩

Abstract

This research Investigates the determinants of customer Intention to participate In Internet auction. Based on technology acceptance and trust related studies, our research proposes a theoretical model consisting of factors such as perceived usefulness, perceived ease of use, institution based trust, beliefs on sellers, trusting beliefs, and participation Intention. For examining the relationships implied by the research model, a field study using a survey methodology for data collection was conducted. The data were analyzed using AMOS based on the structural equation modeling, a second-generation multivariate technique, which has gained distinct advantages over other technique. After some model modification according to model generating strategy approach, this study shows that trusting beliefs have significant effects on the participating intention in Internet auction site. In conclusion, Implications are discussed along with limitations and further research direction.

Keywords

References

  1. 권남훈, 오정숙, 왕규호, 디지털 경제에서의 경매제도 분석 : 인터넷 경매의 현황분석과 이론 (연구보고 00-15), 서울 : 정보통신 정책연구, 2000
  2. 김기옥, 최윤영, '인터넷 경매 사이트 이용 소비자의 피해사례 연구', 생활과학, 제5권(2002), pp.844-853
  3. 김충련, 권오병, 이은종, '웹기반 경매시 웹디자인 특성의 경매참여의도에 관한 연구', 마케팅 연구, 제6권, 제2호(2001), pp.17-47
  4. 김형민, '인터넷 경매의 성공요인에 관한 연구', 석사학위논문, 인하대학교, 인천, 2001
  5. 맹정연, '인터넷 경매에서 입찰의도에 영향을 주는 요인에 관한 연구', 석사학위논문, 서울대학교, 서울, 2002
  6. 배병렬, 구조방정식모델 이해와 활용, 대경출판사, 2002
  7. 서재희, '신뢰와 기술수용모형에 기초한 인터넷 경매참여의도모형', 박사학위논문, 부산대학교, 부산, 2004
  8. 아이비즈넷(주), 인터넷 비즈니스 @ i-biznet.com, 21세기북스, 2000
  9. 안일태, '판매자의 입장에서 본 경매제도에 관한 연구', 석사학위논문, 서울대학교, 서울, 1990
  10. 안지형. '직.간접 커뮤니케이션 질에 대한 평가가 고객 충성도에 미치는 영향에 관한 연구', 석사학위논문, 서울대학교, 서울, 2002
  11. 양희동, 강소라, 'TAM에서의 태도 개념의 측정 개선과 WWW 사용의 설명력', 경영학연구, 제31권, 제4호(2002), pp.929-950
  12. 오정숙, 인터넷 경매, 정보통신 산업동향, 2001, pp.225-239
  13. 윤성준, '웹 쇼핑몰 사이트 신뢰도의 결정요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법', 경영학연구, 제29권, 제3호 (2000), pp.353- 376
  14. 윤철호, 김상훈, '전자상점 수용모형에 관한 실증적 연구 : 전자서점의 사례를 중심으로', 경영정보학연구, 제14권, 제1호(2004), pp. 165-184
  15. 이호근, 이승창, 강훈철, '인터넷 경매의 신뢰 형성요인과 경매참여의도에 관한 연구', 경영학연구, 제32권, 제1호(2003), pp.149-180
  16. 장활식, 김종기, 오창규, '웹의 상호작용특성을 반영한 정보기술수용모형', 경영정보학연구, 제31권, 제4호(2002), pp.55-75
  17. 정재훈, '웹사이트 충성도에 영향을 미치는 요인에 관한 연구-인터넷 경매사이트를 중심으로-', 석사학위논문, 계명대학교, 대구, 2003
  18. 황용석, '웹 이용과정에서 플로우(flow) 형성에 관한 이론적 모델연구', 박사학위논문, 성균관대학교, 서울, 1998
  19. Anderson, J.C. and DW. Gerbing, 'Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,' Psychological Bulletin, Vol.103, No.3(1988), pp.411-423 https://doi.org/10.1037/0033-2909.103.3.411
  20. Ajzen, I., The theory of planned behavior, Organizational Behavior and Human Decision Processes 50, (1991), pp.179-211 https://doi.org/10.1016/0749-5978(91)90020-T
  21. Bagozzi, RP. and Y. Yi, 'On the Evaluation of Structural Equation Models,' Journal of the Academy of Marketing Science, Vol.16, No.1(1988), pp.74-94 https://doi.org/10.1007/BF02723327
  22. Bagozzi, RP., F.D. Davis and P.R Warashaw, 'Development and Test of a Theory of Technology Learning and Usage,' Human Relations, Vol.45, No.7(1992), pp.659-686 https://doi.org/10.1177/001872679204500702
  23. Bigley, G.A. and J.L, Pearce, 'Straining for shared meaning in organization science : Problems of trust and distrust,' Academy Management Review, Vol.23, No.3, (1998), pp.405-421 https://doi.org/10.2307/259286
  24. Bentler, P.M. and D.G. Bonnett, 'Significance Tests and Goodness of Fit in the Analysis of Covariance Structures,' Psychological Bulletin, Vol.88(1980), pp.588-606 https://doi.org/10.1037/0033-2909.88.3.588
  25. Burt, RS., 'Interpretational Confounding of Unidimensional Variables in Structural Equation Modeling,' Sociological Methods and Research, Vol.5(1976), pp.3-51 https://doi.org/10.1177/004912417600500101
  26. Chau, C.E. and J. Wareham, 'Self-Regulation for Online Auctions: An Analysis,' Twenty-Third International Conference on Information Systems, (2002), pp.115-125
  27. Cheung, C. and MK Lee, 'Trust in Internet Shopping,' Proceedings of Association for Information Systems, (2000), pp.681-689
  28. Chiravuri, A. and D. Nazareth, 'Consumer Trust in Electronic Commerce: An Alternative Framework Using Technology Acceptance,' Seventh Americas Conference on Information Systems, (2001), pp.781-783
  29. Dahlberg, T., N. Mallat and A. Oorni, 'Trust Enhanced Technology Acceptance Model - Cosumer Acceptance of Mobile Payment Solutions,' www.hhs.se/cic/roundtable2003/papers/D31_Dahlberg_et_al.pdf, 2003
  30. Davis, F.D., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' MIS Quarterly, Vol.13, No.3(1989), pp.319-339 https://doi.org/10.2307/249008
  31. Davis, F.D., R Bagozzi and PR 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
  32. Dobing, B. Building trust in user-anayst relationships, Unpublished doctoral dissertation, University of Minnesota, St Paul, 2003
  33. Doney, P.M., JP. Cannon, 'Examination of the Nature of Trust in Buyer-Seller Relationships,' Journal of Marketing, Vol. 61(April 1997), pp.35-51 https://doi.org/10.2307/1251829
  34. Doney, P.M., J.P. Cannon and M.R. Mullen, 'Understanding the Influence of Nation Culture on the Fevelopment of Trust.' Academy Management Review, Vol.23, No.3(1998), pp.601-620 https://doi.org/10.2307/259297
  35. Featherman, MS., 'Extending the Technology Acceptance Model by Inclusion of Perceived Risk,' Seventh American Conference on Information Systems, (2001), pp.758-760
  36. Fornell, C. and D.F. Larcker, 'Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,' Journal of Marketing Research, Vol.18, Issue 1(1981), pp.39-50 https://doi.org/10.2307/3151312
  37. Fung, R. and M. Lee, 'E-commerce Trust : Exploring the Antecedent Factors,' Proceedings of the 5th Americas Conference on Information System, (1999), pp.921-950
  38. Gefen, D., Building Users' Trust in Freeware Providers and the Effects of this Trust on Users' Perceptions of Usefulness, Ease of Use and Intended Use, Ph.D. Dissertation, Computer Information Systems Department, Georgia State University, Atlanta, Georgia, 1997
  39. Gefen, D, 'E-commerce : the Role of Familiarity and Trust,' Omega, Vol.28, (2000) pp.725-737 https://doi.org/10.1016/S0305-0483(00)00021-9
  40. Gefen, D., 'Reflections on the Dimensions of Trust and trustworthiness among Online Customers,' ACM SIGMIS Database, Vol. 33 Issue 3(2002), pp.38-53
  41. 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
  42. Hartwick, J. and H. Barki, 'Explaining the Role of User Participation in Information Systems Use,' Management Science, Vol. 40, No.4(1994), pp.440-465 https://doi.org/10.1287/mnsc.40.4.440
  43. Hoffman, D.L., T.P. Novak and M. Perlta, 'Building Consumer in Online,' Communications of the ACM, Vol.42, No.4(1999), pp.50-56
  44. 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 systems characteristics,' Journal of Management Information System, Vol.18, No.3 (2002), pp.97-125 https://doi.org/10.1080/07421222.2002.11045692
  45. Jarvenpaa, S.L. and N. Tractinsky, 'Consumer Trust in an Internet Srore : A Cross-Cultural Validation,' Journal of Computer Mediated Ccmmunicaiion, Vol.5, No.2 (1999), pp.1-35
  46. Jarvenpaa, S.L., N. Tractinsky and M. Vitale, 'Consumer Trust in an Internet Srore,' Information Technology and Management, Vol.1, No.1 (2000), pp.45-71 https://doi.org/10.1023/A:1019104520776
  47. Kaufaris, M. and W. Harnpton-Sosa, 'Customer Trust Online: Examining the Role of the Experience with the Web-site,' CIS working paper series, 2002
  48. Kennedy, M.S., L.K. Ferrell and D.H. LeClair, 'Consumers Trust of Salesperson and Manufacturer: An Empirical Study', Journal of Business Research, Vol.51(2001), pp.73-86 https://doi.org/10.1016/S0148-2963(99)00039-9
  49. Kenny, D.A., Correlation and Causality, Wiley, New York, 1979
  50. Klein, S. and R.M. O'Keefe, 'The Impact of the Web on Auctions : Some Empirical and Theoretical Considerations,' International Journal of Electronic Commerce, Vol.3, No.3(1999), pp.7-20 https://doi.org/10.1080/10864415.1999.11518338
  51. Lin, J.C, and H. Lu, 'Towards an Understanding of the Behaviour Intention to Use a Web Site,' International Journal of Information Management, Vol.20(2000), pp. 197-208 https://doi.org/10.1016/S0268-4012(00)00005-0
  52. MacCallum, R.C., 'Specification Search in Covariance Structure Modeling,' Psychology Bulletin, Vol.100(1986), pp.107-120 https://doi.org/10.1037/0033-2909.100.1.107
  53. Mayer, R.C., J.H. Davis and F.D Schoorman, 'An Integrative Model of Organizational Trust,' Academy of Management Review, Vol.20(1995), pp.709-734 https://doi.org/10.2307/258792
  54. Mcknight, D.H., V. Choudhury and C. Kacmar, 'Developing and validating trust measures for e-commerce : An integrative typology,' Information System Research, Vol.13, No.3(2002), pp.334-335 https://doi.org/10.1287/isre.13.3.334.81
  55. Moon, J.W. and Y.G. Kim, 'Extending the Tam for a World-Wide-Web Context,' Information and Management, Vol.38, 2001, pp.192-222
  56. Morgan, RE., and S.D. Hunt, 'The commitment-trust theory of relationship marketing, Journal of Marketing, Vol.58(1994), pp.36-37
  57. Morris, M.G. and A. Dillon, 'How User Perceptions Influence Software Use, Decision Support System,' IEEE software, (Jul-Aug, 1997), pp.58-65
  58. Nunnally, J.C, Psychometric theory 2nd ed., McGraw Hill, New York, 1978
  59. Pardue, PA, 'A Trust-based Model of Consumer-to-Consumer Online Auction,' The Arrowhead Journal of Business, (2000), pp.69-77
  60. Pavlou, P.A., 'Consumer Intentions to Adopt Electronic Commerce-Incorporating Trust and Risk in the Technology Acceptance Model,' Digit Workshop, (December 2001)
  61. Pavlou, P.A., 'Consumer Acceptance of Electronic Commerce : Integrating Trust and Risk with the Technology Acceptance Model,' International Journal of Electronic Commerce, Vol.7, No.3(2003), pp.101-134
  62. Pavlou, P.A., 'Institution-based Trust in Inter Organizational Exchange Relationships : the Role of Online B2B Marketplaces on Trust Formation,' Journal of Strategic Information Systems, Vol.11(2002), pp.215-243 https://doi.org/10.1016/S0963-8687(02)00017-3
  63. Pavlou, PA and D. Gefen, 'Building Effective Online Marketplace with Institutionbased trust,' Eight Americas Conference on Information Systems, (2002), pp.667--675
  64. Pavlou, P.A. and R.K. Chellappa, 'The Role of Perceived Privacy and Perceived Security in the Development of Trust in Electronic Commerce Transaction,' http://www.scf.use.edu/-tis/eBizlab/papers/secpriv-isr.pdf, 2001
  65. Roussseau, D.M., S.B. Sitikin, R.S. Burt and C. Camerer, 'Not so Different after all : A Cross-discipline View of Trust,' Academy of Management Review, Vol.23, (1998), pp.393-404 https://doi.org/10.5465/AMR.1998.926617
  66. Singh, J. and D. Sirdeshmukh, 'Agency and trust mechanic in consumer satisfaction and loyalty judgement,' Journal of Academy of Marketing Science, Vol. 28, No.4(2000), pp.150-167 https://doi.org/10.1177/0092070300281014
  67. Szajina, B., 'Empirical Evaluation of the Revised Technology Acceptance Model,' Management Science, Vol.42, No.1(1996), pp.85-92 https://doi.org/10.1287/mnsc.42.1.85
  68. Steenkamp, JE.M. and van H.C.M. Trijp, 'The Use of LISREL in Alidating Marketing Constructs,' International Journal of Research in Marketing, Vol.8, Issue 4(1991), pp.283-299 https://doi.org/10.1016/0167-8116(91)90027-5
  69. Straub, D.W., M. Keil and W. Brenner 'Testing the technology acceptance model across cultures: A three country study,' Information and Management, Vol.33, Issue 1, (1997), pp.1-11 https://doi.org/10.1016/S0378-7206(97)00026-8
  70. Teo, T.S.H., V.K.G. Lim and R.Y.C. Lai. 'Intrinsic and Extrinsic Motivation in Internet Usage,' Omega, Vol.27(1999), pp.2537
  71. Van De Ven, AH, and D.L. Ferry, Measuring and assessing organization, McGraw Hill, New York, 1980
  72. Venkatesh, V. and M.G. Morris, 'Why don't men even stop to ask for directions? Gender, Social influence, and their role in technology acceptance and usage behavior,' MIS Quarterly, Vol. 24, No.1(2000), pp.115-139 https://doi.org/10.2307/3250981
  73. Williams, L.J. and J.T. Hazer, 'Antecedents and Consequences of Organizational Turnover : A Reanalysis Using a Structural Equations Model,' Journal of Applied Psychology, Vol.71(May 1986), pp.219-231 https://doi.org/10.1037/0021-9010.71.2.219
  74. Yousafzai, SA, JG. Pallister and G.R. Foxall, 'A Proposed Model of E-trust for Electronic Banking,' Technovation, Vol.23 (2003), pp.847-860 https://doi.org/10.1016/S0166-4972(03)00130-5
  75. Forrest Research, (2002. 10. 10). Online auctions will boom through 2007. Retrieved August 20, 2003, from : http://www.forrester.com/ER/Research/Brief/Excerpt/0,1317,15776,00.html