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본 연구는 전자상거래에서의 신뢰 형성과 신뢰의 역할에 대한 실증연구의 필요성을 인식하고 인터넷 쇼핑몰에서 신뢰에 대한 결정요인과 신뢰구축에 따른 기대효과에 대해 실증연구를 시도하고자 했다. 인터넷 쇼핑몰에서 구매경험자를 대상으로 인터넷 쇼핑몰의 특성에 대한 신뢰가치, 신뢰정도, 향후 구매의지에 관한 조사를 실시하였다. 연구결과 첫째, 모 기업의 신뢰이전 효과에 대한 검증결과 모 기업 신뢰가 인터넷 쇼핑몰 신뢰에 핵심적인 결정요인인 것으로 확인되었다. 이는 모 기업이 있는 인터넷 쇼핑몰이 모 기업 명성에 의한 소비자 신뢰를 기반으로 인터넷 쇼핑몰의 신뢰구축에 활용하고 있음을 시사한다. 둘째, 신뢰에 영향을 미치는 결정요인들을 검증한 결과 구매경험자 모형에서 항해기능성과 환불정책이 인터넷 쇼핑몰 신뢰에 영향을 미치는 것으로 나타났다. 기존의 전통적인 상점에서 판매되는 상품과는 달리 인터넷 쇼핑은 가상화면에서 상품을 직접 만져 보고 구매할 수 없는 취약성을 갖고 있으며 상품의 품질에 대한 불만족을 경험한 구매경험자의 경우 쇼핑몰의 환불가능성에 대해서 중요하게 여길 것으로 판단된다. 끝으로, 신뢰가 향후 구매행동의지에 미치는 영향에 대한 분석결과 먼저 인터넷 쇼핑몰 신뢰와 관련하여 인터넷 쇼핑몰의 신뢰는 구매경험자의 재 구매의도에 대해 유의미하지 않게 나타났다. 한편, 모 기업의 신뢰가 재 구매의도에 대해서 간접적인 영향을 미치고 있음이 발견되었다. 본 연구는 인터넷 쇼핑몰에 대한 신뢰의 결정요인과 신뢰의 효과에 대한 검증을 시도하였으며 더 나아가, 기존의 선험문헌에서 다루지 않았던 모 기업의 신뢰를 개념화하여 소비자의 구매경험에 따른 모 기업의 신뢰 효과에 대해 검증하였다.
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.
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