The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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The Role of Cue-based Trust for Trust Building in e-Commerce

전자상거래에서의 신뢰 형성을 위한 단서적 신뢰의 역할

  • 최재원 (가톨릭대학교 일반대학원 경영학과) ;
  • 손창수 (Saint Cloud University MIS학과) ;
  • 이홍주 (가톨릭대학교 경영학과)
  • Published : 2009.05.31
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Abstract

As Internet shopping is getting popular, "trust" has become an important factor for customers to select websites and have repurchase intention. "Trust" has been developed from uni-dimensional concept to multi-dimensional concept in e-Commerce area. From the multi-dimensional viewpoint, this study is to investigate the processes to build trust for online stores. For this purpose, this study classifies the concept of trust into cue-based trust and experience-based trust, and then investigates their relationship in online stores. This study also identifies factors that explain cue-based trust and experience-based trust. The result from questionnaire survey distinguished cue-based trust from experience-based trust and both trust concepts are correlated each other. Second, cue-based trust is explained by perceived size, perceived reputation, and return policy, while experience-based trust is done by navigation, information usefulness and interactivity.

인터넷 쇼핑이 확산되면서 '신뢰'는 소비자의 웹사이트 선택, 재구매 의도와 관련된 중요한 요인이 되어 왔다. '신뢰'는 전자상거래 분야에서 단일차원의 개념을 넘어 다차원적 개념으로 확장되고 있다. 본 연구는 온라인 상점에 대한 신뢰의 형성 과정을 다차원적인 관점에서 조사하는데 목적을 두었다. 신뢰의 개념을 단서 기반 신뢰(cue-based trust)과 경험 기반신뢰(experience-based trust)로 분류하였으며 온라인 상점에서 두 신뢰 개념의 관련성을 조사하였다. 또한 본 연구는 단서 기반 신뢰와 경험 기반 신뢰의 영향 요인들을 파악하였다. 단서 기반 신뢰는 경험 기반 신뢰와 다른 개념으로 확인되었으며, 두 신뢰 개념들은 상호 연관성을 보여 주었다. 둘째, 단서 기반 신뢰에는 온라인 쇼핑몰의 지각된 크기, 지각된 평판, 환불정책이 영향을 미치는 것으로 파악되었으며, 경험 기반 신뢰에 영향을 주는 요인으로는 탐색기능성, 정보 유용성, 상호의존성이 제시되었다.

Keywords

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