.png){kind=logo}
ISSN : 1229-8778
This study aims at the logical explanation of the decision factors of trust in internet shopping mall and an empirical research into the expected effect of it. In the empirical research, previous purchaser and future purchaser-to-be are given questionnaire on trustworthiness of internet shopping mall, degree of trust, and future purchase intention. The research result of the study is as follows. First, the trust of parents firm has been found to be the foremost core factor in the establishment of the trust of internet shopping mall as the result of the research into the effect of trust transmission of parents firm. This shows that any internet shopping mall which has parents firm is using the consumer trust of parents firm for the establishment of consumer trust. Second, in the research into the decision-making factors which influence on the trust, Navigation functionality and refund policy in the previous purchaser model and third-party assurance and navigation functionality in future purchaser-to-be are shown to influence on the trust of internet shopping mall. Unlike the goods sold in the traditional stores, internet shopping mall goods is not tangible, so any previous purchaser who has received some goods without satisfaction before thinks much of the possibility of refund. Finally, in the research into the direct influence of parents firm on future purchase intention, the result is that the trust of parents firm doesn't directly influence on repurchase intention of the previous purchaser. Overall, this study has tried to examine the trust factors and the trust effect of internet shopping mall. Furthermore, this study, through conceptualizing the trust of parents firm which has not been covered in the previous literatures, has tried to show trust effect of parents firm according to purchase experience of consumers.
권석균 (2000). 부하의 상급자 신뢰에 상급자의 행동특성과 능력, 사회적 유사성 및 교환관계 특성이 미치는 영향, 경영학 연구, 29(1), 187-216.
김용만, 송종호, 심규열 (2001). 인터넷 쇼핑몰 사이트 특성이 관계몰입에 미치는 영향 - 만족과 신뢰의 매개적 작용-, 마케팅 논집, 10(1), 73-94.
김광수, 박주식 (2002). 인터넷 쇼핑에 대한 신뢰에 영향을 미치는 요인에 관한 연구, 마케팅관리 연구, 7(2), 135-163.
신용복 (2000). 전자상거래에 있어서 소비자 보호에 관한 연구. 목원대학교, 석사논문.
윤성준 (2000). 웹쇼핑몰 사이트 신뢰도의 결정요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법, 경영학 연구, 29(3), 353-376.
Creed, W. E .D. and R. E. Miles (1996). Trust in Organizations: A Conceptual Framework Linking Organizational Forms, Managerial Philosophies, and the Opportunity Costs of Controls, in R. M. Kramer and T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research, London: Sage, Publications, 16-38.
Cummings, L .L. and P. Bromiley (1996). The Organizational Trust Inventory: Development and Validation, in R. M. Kramer and T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research, London: Sage, Publications, 302-330.
Doney, Patricia M. and Joseph P. Cannon (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 61(April), 35-51.
Driscoll, J. W. (1978). Trust and Participation in Organizational Decision Making as Predictors of Satisfaction, Academy of Management Journal, 21(1), 44-56.
Mayer, R., Davis, J., and Schoorman, D. (1995). An integrative model of organizational trust, Academy of Management Review, 20, 709-734.
McKnight, D. Harrison and Chervany Norman L. (2001). Conceptualizing Trust: A Typology and E-Commerce Customer Relationships Model, in R. H. Sprague (Ed.) Proceedings of the 34th Hawaii International Conference on System Sciences, Mauii, Hawaii.
Lewicki, R. and Bunker, B.(1996). Developing and maintaining trust in work relationships, in R. M. Kramer & T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research, London: Sage, Publications, 114-139.
Lewis, J. D. and Weigert, A. (1985). Trust as a social reality, Social Forces, 63, 967-985.
Javenppa, Srikka L. and Peter A. Todd (1997). Consumer Reactions To Electronic Shopping on the World Wide Web, International Journal of Electronic Commerce, 1(2), 59-88.
Cheskin Research (1999). eCommerce Trust Study, A Joint Research Project by Cheskin and Studio Archetype/Sapient.
Christy, M. K and Matthew, K. O. LEE (2001). Trust in Internet Shopping: Instrument Development and Validation Through Classical and Modern Approaches, Journal of Global Information Management, 9(3), p.23.
Fishbein, M., and Ajzen, I (1980). Understanding attitudes and predicting social behavior, Englewood Clift. NJ: Prentice Hall.
Ganesan, Shankar (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, 58(April), 1-19.
Gefen, D. (2000). E-Commerce: The Role of Familiarity and Trust, Omega: The International Journal of Management Science, Vol. 28, 725-737.
Hair, J. F., Bush, R. P. & Ortinau, D. J. (2000). Marketing Research: A Practical Approach for the New Millennium. Sydney Irwin Mcgraw -Hill.
Javenppa, Srikka. L., Noam Tractinsky, and Lauri Saarinen (1999). Consumer Trust in an Internet Store: A Cross-Cultural Validation, Journal of Computer-Mediated Communication, 5(2), December.
Marios, K. and William, Hampton-Sosa (2002). Customer Trust Online Examining The Role of the Experience with the Web Site, CIS Working Paper Series Zicklin School of Business Baruch College, 1-20.
McAllister, D. J. (1995). Affect-and Cognition -based trust as foundations for interpersonal cooperation in organizations, Academy of Management Journal, 38(1), 24-59.
Moorman, C., G. Zaltman, and R. Deshpande (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations, Journal of Marketing Research, 29(August), 314-329.
Noteberg, A., E. Christiaanse, and P. Wallage (1999). The role of trust and assurance services in electronic channels: an exploratory study, Proceedings of the Twentieth International Conference on Information Systems, 472-478.
Oliver, Richard L., Roland T. Rust, and Sajeev Varki (1997). Customer Delight: Foundations, Findings, and Managerial Insight, Journal of Retailing, 73(3), 311-336.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., and Camerer, C. (1998). Not So Different After All: A Cross-Discipline View of Trust, Academy of Management Review, 23(3), 393-404.
Shapiro, D., B. H. Sheppard, and L. Cheraskim (1992). Business on a handshake, Negotiation Journal, 8, 365-377.
Shankar, V., F. Sultan, and G. L. Urban (2002). Online Trust and e-Business Strategy: Concepts, Implications, and Future Directions, A joint venture of Penn State's Smeal College of Business Administration and the School of Information Sciences and Technology, E-business Research Center Working Paper, July, 1-28.
Smith, J. Brock and Donald W. Barclay (1997). The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships, Journal of Marketing, 61(January), 3-21.
Sultan, F., Urban, G. L., V. Shankar, and I. Y. Bart (2002). Determinants and Role of Trust in E-Business: A Large Scale Empirical Study, E-business Research Center Working Paper, December, 1-44.
Wicks, A. C., S. L. Berman, and T. M. Jones (1999). The Structure of Optimal Trust: Moral and Strategic Implications, The Academy of Management Review, 24(1), 99-116.