• Knowledge Management Research
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• v.23 no.4
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• pp.91-112
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• 2022

In order to improve the quality of consumption in senior generation, it is necessary to build trust in the digital consumption environment. However, there are limitations from previous researches on consumption in the digital environment that has mainly focused on Millennial and Z generations. Therefore, this study aims to examine the antecedents of digital consumption trust and to explore the market segments of senior generation created by the dynamics of these antecedents. In addition, in order to provide practical implications, we investigate the difference in the level of perceived digital consumption trust using segmentation. This study, therefore, used 2021 Korea's consumer life index data conducted by the Korea Consumer Agency for general consumers, and only consumer data of 60s and older are extracted for the analysis. As a result, we confirm from the main results that the three antecedents, consumer competency, perceived corporate responsibility, and local community's problem-solving environment, are significant in building the digital consumption trust in the senior generation. It is academically significant in this aspect to look at approaches to improve senior customers' trust in digital consumption circumstances by dividing generations because generations exhibit varying levels of understanding of online consumption or digital consumption conditions. It is academically significant in this aspect to look at approaches to improve senior customers' trust in digital consumption circumstances by dividing generations because generations exhibit varying levels of understanding of online consumption or digital consumption conditions. Additionally, it is proposed as a practical implication that it should be managed so that significant improvements of customers, businesses, and regional public institutions are developed in order to allow the senior consumers to prepare trusted digital consumption circumstances.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.217-222
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• 2021

Recently, trust in online transactions and corporate trust are most important at the corporate level as social overhead capital in commercial transactions using digital devices such as online, mobile, and SNS platforms. Therefore, this study used data from the Korea Consumer Agency's consumer policy indicators to identify the impact of digital consumption trust and corporate responsibility trust on the satisfaction of information and communication products and services. According to the analysis, trust in digital consumption conditions and responsibility of companies have a positive impact on satisfaction of information and communication devices and satisfaction of information and communication services. In addition, it was found that trust in corporate responsibility has a greater impact on satisfaction of information and communication devices and satisfaction of information and communication services than trust in digital consumption conditions. Theoretical and practical implications for these findings and suggestions for future research were presented.