Earticle

초록

영어

Trust is emphasized as one of the most important factors in various e-commerce related studies. It is no exaggeration to say that in the area of e-commerce, trust-building with customers determines a company’s success or failure. That is why most e-commerce based companies spare no time and effort in building trust with customers. Without exception, trust is one of the most critical factors influencing a customer’s decision making process of whether to purchase Internet automobile insurance. This study attempts to provide useful guidelines for the sales-enhancing strategies of Internet automobile insurers, by delving into research questions concerning 1) gender differences in Internet automobile insurance customers’ recognition of trust, and 2) gender differences in the effective trust factors influencing one’s intention to purchase of Internet automobile insurance. The study finds that while the shape of trust-recognition toward three types of trust factors is very similar for both gender groups, the intensity of trust for each gender group in overall is pretty different. The results indicate that there exist gender differences in the trust factors influencing one’s intent to purchase Internet automobile insurance. The results of this study will provide useful guidelines for Internet automobile insurers in establishing effective and differentiated marketing strategies.

목차

Abstract
 1. Introduction
 2. Theoretical Background and Hypotheses
  2.1 Conceptual Framework
  2.2 Previous Studies on Customer Trust and Purchase Intention
  2.3 Previous Studies on Gender Difference in E-Commerce
 3. Research Methodology
  3.1 Research Questions
  3.2 Research Variables
  3.3 Description of Empirical Survey
  3.4 Description of Research Methodology Framework
 4. Results
  4.1 Basic Statistical Analysis
  4.2 Feasibility and Credibility Analysis
  4.3 Empirical Analysis
  4.4 Discussion of Findings
 5. Research Limitations and Future Research Direction
 Reference

키워드

저자

• Sehun Lim [ Dept. of MIS, Sangji University ] Corresponding Author
• Sukho Lee [ Korea Institute of Finance ]
• Young Tae Park [ Dept. of International Trade, Dong-Eui University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005