Earticle

초록

영어

Online marketplace represents the triad relationship among the consumer, the intermediary, and the seller community. However there have been a limited number of studies conducted with the view of the triad relationship, which have produced contradictory and mixed results. The purpose of this study is (1) to find trust factors affecting consumers’ transaction intention—trust in intermediary and trust in community of sellers, and (2) to investigate the directionality of trust transfer between those factors. To do this, the study sets and tests a bidirectional model. Based on the study results, the study discusses that both trust in intermediary and trust in community of sellers are important to consumers’ transaction decision in online marketplace, and trust transfer in online marketplace flows from intermediary to community of sellers.

목차

Abstract
 1. 서론
 2. 문헌고찰
  2.1 신뢰전이 이론
  2.2 정보시스템 분야에서 신뢰전이 연구
 3. 연구모형 및 가설
 4. 연구 방법 및 가설검증
  4.1 비재귀모형과 통제변수
  4.1 연구변수
  4.2 자료수집 및 표본특성
  4.3 신뢰도 및 타당성
  4.4 가설검증
 5. 토의와 시사점
  5.1 연구결과 및 의의
  5.2 한계점 및 향후연구
 참고문헌

키워드

저자

• 김기문 [ Gimun Kim | 충남대학교 경영학부 교수 ]

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