온라인 쇼핑에서 신뢰의 역할 -위계적 관계 관점

분야
사회과학 > 경영학
저자
이재남 ( Jae Nam Lee ) , 강민형 ( Min Hyung Kang )
발행기관
한국지식경영학회
간행물정보
지식경영연구 2013년, 제14권 제3호, 16~36페이지(총21페이지)
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0x500512.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    Nowadays, online shopping has become popular among consumers. As such, gaining loyal online shopping customers has become a rising concern for online shopping vendors. In this study, we investigated the hierarchical relationships among Lewicki and Bunker`s three different types of trust, namely, calculus-based trust, knowledge-based trust, and identification-based trust, in the context of online shopping and their impacts on customer satisfaction and loyalty. A total of 104 responses from online shopping users were analyzed to test the proposed model and its hypotheses using Partial Least Squares (PLS). The results showed that, in the online environment, hierarchical relationships between different types of trust exist and that, among them, knowledge-based trust has the strongest impact on customer satisfaction. This finding implied that practitioners should focus on developing appropriate online strategies for building trust-based relationships with online customers.
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