• Journal of Information Technology Applications and Management
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• v.15 no.4
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• pp.37-59
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• 2008

This study focuses on the antecedents to the privacy concerns and their influence on trust and online transaction intention. Based on previous exploratory works and the literature review of privacy concerns, four antecedents are identified-Internet literacy, social awareness, perceived vulnerability, and perceived ability to information control. Incorporating these antecedents, privacy concerns, trust and online transaction intention, a conceptual model is developed and seven research hypotheses are proposed for empirical testing. The proposed model is examined through structural equation analysis. The results show that Internet literacy, social awareness, and perceived vulnerability have statistically significant effect on the privacy concerns of users and the privacy concerns has a positive influence on the trust. Finally, the trust has a positive effect on the online transaction intention. Implications of these findings are discussed for both researchers and practitioners and future research issues are raised as well.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.472-482
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• 2007

This study is designed to examine differences in the well known relationship between risk perception and purchase intention when shopping fashion products Online. In addition, the role of attitude in the process was investigated. 155 Korean college students and 165 U.S. college students participated in the study. Structural equation modeling with risk factors(product delivery, transaction, service) as antecedents, purchase intention as the consequence, and attitude as the mediating variable were analyzed. Results indicated that, for Korean respondents, product delivery risk and transaction risk had significant indirect effect on purchase intention through attitude. Service risk had significant direct effect. For U.S. respondents, product delivery risk had both direct and indirect effect on purchase intention whereas transaction risk had only indirect effect. Service risk did not have significant influence on purchase intention.

• Journal of Distribution Science
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• v.18 no.2
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• pp.39-48
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• 2020

Purpose: This study examines components that dictate service quality of Online Travel Agencies. Research design, data and methodology: This study performed a survey that targeted people who have purchased travel products using Online Travel Agencies in the past year at Incheon International Airport. Out of 280 questionnaires, this study selected 249(88.9%) questionnaires for analysis. In analysis, this study used statistical package called 'SPSS 22'. Results: Based on the results, this study identified that company reputation and transactional stability influenced consumers' intent to share anecdotal and practical information. Conclusions: This study discovered several major findings. First, 'convenience' and 'price', two major factors in service quality, imposed positive effects on word-of-mouth intention of consumers. In particular, 'convenience' had the most significant impact. Next, this study verified the moderating effects of 'transaction safety' and 'reputation' on the effect relationships between 'convenience' and 'price', and consumer word-of-mouth intention. The results conclude that, in fact, some statistically significant differences among the effect degrees of the two independent variables on the dependent variable according to the safety level of transaction on Online Travel Agencies website do exist. In short, 'transaction safety' variable does have moderating effects on the above relationships.

• Asia pacific journal of information systems
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• v.17 no.2
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• pp.29-47
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• 2007

Owing to the rapid growth of using the Internet, not only click-and-mortar companies but also brick-and-mortar ones have been expanding their distribution channels into online, Moreover, since online channels are more attractive than offline ones in control and maintenance, switching customers into online ones is emerged as one of very important managerial issues in a view of reduction of cost as well as expansion of services. However, the switched customers should be faced by uncertainties which could not have been experienced in offline. Specifically, in online channels, buyers and sellers are separated temporally and spacially and there are always so many kinds of threat for security as well as not enough systems and conventions for them yet. Therefore, trust has been considered as one of the most critical mechanisms for resolution of such uncertainties in online transactions. However, it is not easy to build and maintain the relationships in online since most of them are virtual and indirect generally. Therefore, in order to switch offline customers into online ones, it is very important to make strategies based on identification of the relationship between online transaction and offline trust which has been built in offline business. Generally offline trust, which has been built independent of online, could not include trust for online-dependent activities such as payment security during or after transactions, while most of online trust include it. Therefore, a customer with high offline trust does not always perceive high security and assure safe transactions. Accordingly, while online trust, where technical capabilities for online security is one of main bases, includes control trust implicitly or explicitly, offline trust does not. However. in spite of such clear discrimination and independence between offline trust and perceived security, there can be the significant dependency between these two beliefs. The customers with high offline trust believe that the company would do some activities for online security for customers' safe transactions since it has been believed of doing well for customers' trust. Theoretically, users' perception of security is interpreted as a kind of control trus, which is trust for company's technical control capacities in order to resolve technical uncertainties in online. Therefore, the relationship between two beliefs can be considered as transference from offline trust to another type trust. that is, control trust. The objective of this study is to analyze the effect of offline trust on online transaction uses mediated by perceived security. For this purpose, we suggest a research model based on technology acceptance model (TAM). Reuse intention is adopted as a dependent variable and TAM is modified by adding perceived risk (PR) as well as two beliefs of using Internet banking, perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, perceive security (PS) is adopted as an external variable for PR and PU, while offline trust (OT) is an antecedent of PS. For an empirical test, sampling from 108 visitors to the banks in Daegu, Korea, we analyze our model by partial least square (PLS) approach. In result, our model is shown to explain 51.4% of the variance in reuse intention and all hypothesis are supported statistically. A theoretical implication of this study is to identify a role of PS between offline trust and reuse intention of using online transaction services. According to our result, PS can be considered as a mediation variable for bridging between two different concepts: trust that explains social aspects of customers and companies, and TAM that explains customers' reuse intention.

• Informatization Policy
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• v.21 no.4
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• pp.40-58
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• 2014

This study investigated how online information affected consumers' purchases at social commerce websites. In the online purchase process, consumers use two types of online information: user generated content(UGC) and vendor generated content(VGC). These information types may influence consumers'purchase intention differently because each information builds entity trust and content trust, which play mediation roles between online information and purchase intention. According to the analysis results, general transactional information and safe transaction information of VGC and reputation information of UGC significantly affected entity trust. But content trust was affected only from general transactional information of VGC. And entity trust significantly affected content trust as well as purchase intention. These findings imply that social commerce vendors should focus mainly on entity trust for enhancing consumers' purchase intention. To achieve this objective, in the short term perspective, they should endeavor how to enhance general transaction information and safe transaction information qualities because these information types are easily controlled and improved by vendors. In the long term perspective, they should focus on reputation formation because reputation takes long time.

• Journal of Distribution Science
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• v.13 no.5
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• pp.15-22
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• 2015

Purpose - Transparency, seller reputation, and website security are considered to be important factors that influence online customer purchasing decisions in China. This paper empirically examines the relative influence of Taobao.com on customers' online purchasing decisions. Research design, data, and methodology - We perform structural equation analysis, with a sample of 306 observations. The data comes from consumers' real transaction experiences from a specific website. This gives the results of our study more generalizability than studies using subjects who are not asked to engage in real transactions. Results - The results of this study reveal that perceived security and perceived reputation are critical factors affecting consumer trust and perceived transparency is most closely associated with purchase intention. Conclusions - The findings suggest that perceived transparency plays a significant role in increasing online consumer's purchase intention. The knowledge of the relative impacts of these factors and their roles in the customer transaction experience will be useful in developing customized sales strategies. The results of this study reveal that perceived transparency exerts a stronger effect than perceived reputation on consumer purchase intentions.

• Science of Emotion and Sensibility
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• v.19 no.4
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• pp.41-54
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• 2016

Recently, in the arena of online shopping, the gap between offline channel and online channel tends to be narrowed significantly. Though previous studies also represent this trend, it still remains ambiguous how much offline trust has a significant influence on user's online shopping behaviors. Furthermore, those research issues such as how individual neuroticism, uncertainty, and transaction cost plays an important role in explaining user's online shopping satisfaction and continuance intention. In this sense, this study aims to organize a new research model including offline trust, uncertainty, transaction cost, satisfaction, and continuance intention. Especially, we are interested in investigating how much moderating effects the individual neuroticism possesses for the paths among the rest of constructs. By using 406 valid questionnaires, we found empirically that transaction cost affects user's online shopping continuance intention, but it has no influence on satisfaction. The individual neuroticism has full moderating effects on the paths on the rest of constructs included in the proposed research model.

• Asia pacific journal of information systems
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• v.13 no.2
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• pp.119-143
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• 2003

Trust has been identified as a key component in many e-Commerce studies. The purpose of this study is to find out which factors play a major role in building trust and how the built-up trust affect consumer's purchase intention in Internet used-car transactions. Based on the information asymmetry, TAM(Technology Acceptance Model), and the trust theory, our research model includes factors such as a buyer's propensity-to-trust, institutional characteristics(inspection and warranty policy), word-of-mouth referral, perceived size, and perceived benefits as independent variables. The model also includes trust as a mediate variable, intention to purchase as a dependent variable and perceived quality risk as a moderate variable. The research model is tested by analyzing 787 sample data gathered from Internet used-car transaction sites. The result shows that the trust has significant effects on the online purchase intention, and institutional characteristics has been identified as the most significant factor for the trust of Internet used-car sites. The independent factors influencing trust vary depending on the level of perceived quality risk. For users who perceive the quality risk low, the perceived benefits explain a little portion of the purchase intention. However, those who perceive quality risk high would purchase used-cars only when they have trust on the Internet sites, indicating that trust play an important role as a mediate variable. This study suggests that enhancing the trust in Internet used-car sites is important to increase online transactions.

• Journal of Information Technology Applications and Management
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• v.22 no.4
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• pp.39-57
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• 2015

Online marketplace represents the triad relationship among the consumer, the intermediary, and the seller community. However there have been a limited number of studies conducted with the view of the triad relationship, which have produced contradictory and mixed results. The purpose of this study is (1) to find trust factors affecting consumers' transaction intention-trust in intermediary and trust in community of sellers, and (2) to investigate the directionality of trust transfer between those factors. To do this, the study sets and tests a bidirectional model. Based on the study results, the study discusses that both trust in intermediary and trust in community of sellers are important to consumers' transaction decision in online marketplace, and trust transfer in online marketplace flows from intermediary to community of sellers.

• Journal of the Korea Society of Computer and Information
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• v.17 no.8
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• pp.145-161
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• 2012

This study aims to explore how the degree of education related to information systems and the Internet literacy affect perceived security risk and how these three variables affect online transaction intention based on the Technology Acceptance Model (TAM). Since using smartphone to purchase necessary products is increasing, the study provided two different cases of using the existing Internet and smartphone to buy products. As a result of an empirical test, the degree of information system education, internet literacy, and perceived security risk had significant effects on online transaction intention mediating perceived usefulness and perceived ease of use. Unlike the expectation, the more people have education related to information systems, the more they have knowledge about hacking or cases of privacy infringement, leading to even more concerns about security, thereby believing the Internet transactions require much effort. The more the education about information system, the more we have concerns about security; therefore, perceived security risk have a positive(+) effect on perceived usefulness not a negative(-) effect. Lastly, while the degree of education related to information systems has relations with the recognition of the usefulness of the Internet transaction, the study showed that there are no relations of recognizing the usefulness and the ease of use of smartphone.