Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지

The Effect of Trust and Distrust on the Purchase Intention at Internet Shopping Malls - Focusing on the Chinese Users -

인터넷 쇼핑몰에서 신뢰와 불신이 구매의도에 미치는 영향 - 중국 인터넷 쇼핑몰 사용자를 중심으로 -

  • 박혜령 (한서대학교 의상디자인학과)
  • Published : 2009.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

As a major obstacle to active online purchase at the level of consumer in China, distrust is raised in this study. Most of previous studies showed that trust is a major variable to cause a relational unity between company and consumer, on the other hand, this study attempts to show that according to the two dimensional point of view regarding trust each dimension of both trust and distrust distinctly contributes to marketing achievement. Interaction, perceived popularity, information usefulness, perceived security risk and perceived dealing risk were created as preceding variable, trust and distrust were constituted as parameter and relation absorption and purchase intention as consequential variable. These variables were analyzed with structural equation modeling (SEM) in LISREL 8.3 program. The results for this study are as follows. First, relation between exchange actors in marketing is divided into two concepts of trust and distrust differently from the previous studies. On the assumption that trust and distrust might exist simultaneously and they would distinctly have an influence on marketing consequency such as relation absorption and repurchase intention, it is identified that trust and distrust are a different dimension in online context. Second, the formative factor of online trust-distrust is identified and it is shown what relationship between internet shopping mall and relation absorption and foregoing purchase intention resulting from online trust-distrust exists. Third, it is shown that in online context the formative factor of online trust-distrust is distinctly contributed to relation absorption and repurchase intention. It is suggested that trust needs to be managed two-dimensionally separating from trust and distrust. Fourth, it is shown that both trust and distrust factor in terms of relation absorption and repurchase intention of consumer in internet shopping mall are significant variables. Trust is linked with repurchase intention through relation absorption, however, distrust is not directly linked with repurchase intention through relation absorption. Thus, the ripple effect of distrust appears to be much higher than that of trust.

Keywords

References

  1. 김설매. (2003). 중국전자상거래 활성화 방안에 관한 연구. 동국대학교 경영대학원 석사학위논문
  2. 박기룡. (2005). 인터넷쇼핑몰의 지각 정보가 소비자의 정보처리에 미치는 영향연구. 한국외국어대학교 대학원 석사학위 논문
  3. 박유식, 한명희. (2001). 인터넷 쇼핑몰에서 위험지각과 품질지각이 구매의도에 미치는 영향 보증신뢰성, 지각된 정보의 양, 주관적 지식을 중심으로. 마케팅 연구, 16(1), 59-84
  4. 박은정. (2002). 여성골프웨어 소비자의 구매행동 특성과 디자인 선호도. 경희대학교 대학원 석사학위논문
  5. 송한상. (2005). 가상공동체내의 커뮤니케이션 만족, 몰입, 성과의 관계에 관한 연구. 서울대학교 대학원 석사학위논문
  6. 이수동, 최주석. (2001). 가상환경에서 대고객 및 고객간 관계절속의 선행변수와 결과변수에 대한 연구. 유통연구, 5(2), 1-19
  7. 주우진. (1999). 전자상거래에서의 마케팅 믹스. 서울대학교 경영대학 서울대학교 대학원 석사학위논문
  8. 최소연. (2004). 인터넷쇼핑몰에서의 상호작용성이 패션 상품구매자의 신뢰 및 충성도에 미치는 영향. 중앙대학교 대학원 석사학위논문
  9. 최주석. (2000). 가상환경에서 고객의 관계몰입에 관한 연구. 국민대학교 대학원 석사학위논문
  10. Chareles, J. Fombrun & Cees, van Riel. (2004). Fame and Fortune. FT Prentice Hall
  11. CNNIC. (2005). 中國敎鍊網絡發展現況統計報告. China
  12. CNNIC. (2006). 中國敎鍊網絡發展現況統計報告. China
  13. Doney, R. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51 https://doi.org/10.2307/1251829
  14. Dwyer, F. R., & Paul, H. S., & Sejo, Oh. (1987). Developing buyerseller relationships. Journal of Marketing, 51(2), 11-27 https://doi.org/10.2307/1251126
  15. Ganesan, S. (I994). Determinants of long-term orientationin buyerseller relationships. Journal of Marketing, 58(2), l-19
  16. Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87 https://doi.org/10.2307/1251946
  17. Gulati, R., & Jason, G. (2000). Get me right mix of bricks and clicks. Harvard Business Review, May-June, 107-114
  18. Hoffman, D. L., T. P. Novak., & Peralta, M. (1998). Building consumer Trust in online environments: The case for information privacy. working paper. Retrieved April 4, 2008, from http://www.200. ogsm. vaderbilt. edu
  19. Javenpaa, S.L., Tracinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. Information technology and management, 1, 45-72 https://doi.org/10.1023/A:1019104520776
  20. Javenpaa, S.L., Tracinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. Information technology and management, 1(1), 45-72 https://doi.org/10.1023/A:1019104520776
  21. Javenpaa, S. L., & Todd, P. A. (1997). Consumer reactions to eIectronic shopping on the world wide web. International journal of electronic commerce, 1(2), 59-88
  22. Lewkcki, R. J., & McAllister, D. J. (1998). Trust and distrust: new relationships and realities. Academy of management review, 23(3), 438-458 https://doi.org/10.2307/259288
  23. Mayer, Roger C., James H. Davis., & F. David Schoorman. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734 https://doi.org/10.2307/258792
  24. Moorman, C., G. Zaltman., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of marketing, 29, 314-328 https://doi.org/10.2307/3172742
  25. Morgan, Robert M., & Hun, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38 https://doi.org/10.2307/1252308
  26. Nelson, M.G. (2000, June). A new level of online trust, 5(6), 22-24. Retrieved April 4, 2008, from Information week. com
  27. Novak, T.P., Hoffman, D.L., & Yung, Y. (2000). Measuring the customer experience in online environment. Marketing science, 19(1), 22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  28. Priester, Josephr., & Richard, E. Petty. (2001). Extending the bass of subjective attitudinal ambivalence : Interpersonal and a intra personal antecedents of evaluative tension. Journal of personality and social psychology, 19-34
  29. Rao, Hayagreeva (1994). The social construction of reputation : Cerification contests, legitimation. The survival of organizations in the american automobile Industry. Strategic management journal, 15(Winter), 29-44 https://doi.org/10.1002/smj.4250150904
  30. Reicheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, July, 105-113
  31. Rothaermel, F. T., & Sugiyama, Stephen. (2001). Virtual internet communities and commercial success: individual and communitylavel theory grounded in the atypical case of time zone. com. Journal of management, 27(3), 297-312 https://doi.org/10.1016/S0149-2063(01)00093-9
  32. Siguaw, J.A., Simpson, P.M., & Baker, T.L. (1998, July). Effect of supplier market orientation on distributor market orientation and the channal relationship: The distributor perspective, Journal of marketing, 62(3), 99-111 https://doi.org/10.2307/1251746
  33. Urban, G-L., Sultan, F., & Qualls, W. J. (2000). Placing trust at the center of your internet strategy. Sloan management review, Fall, 39-48
  34. Watson & Tellegen. (1985). 'Toward a consensual structure of mood'. Psychological bulletin, 98, 219-235 https://doi.org/10.1037/0033-2909.98.2.219
  35. Zeithaml, Valarie., Leonard Berry., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46 https://doi.org/10.2307/1251929