인터넷 쇼핑에서 고객의 신뢰에 영향을 미치는 요인

Abstract

Although the volume of electronic commerce is increasing rapidly more than 100%

annually, many consumers still hesitate Internet shopping due to the lack of trust in electronic

transactions. Greenfield Online (1998) reports that Internet vendors could enhance their

level of trust by increasing the security of the payment system and trustworthiness of the

vendors. Even though trust is an important element in consumer based electronic shopping,

there have not been many empirical studies dealing with the trust of consumers in Internet

shopping.

This study found factors which influence the consumers trust and suggests ways to obtain

consumers trust for the Internet shopping mall operators. A rather comprehensive model

was developed to explain the relationship between independent variables and consumers

trust as a dependent variable. The independent variables are propensity to trust of consumers,

familiarity of consumers to Internet shopping, the perception of transaction safety of

consumers, protection of privacy, vendors integrity, vendors competence, substance of

website, functionality of website, quality of information, third party recognition, and the legal

framework. The following factors are found to be influencing consumers trust; familiarity of consumers to Internet shopping, the perception of transaction safety of consumers,

protection of privacy, vendors competence and the legal framework. A few recommendations

are given to Internet vendors to win consumers trust.