Earticle

초록

영어

In this paper, we suggested a model that reflects the role played by the consumer’s regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.

목차

Abstract
 1. 서론
 2. 이론적 고찰
  2.1 조절초점이론
  2.2 소비자 경험과 구매 경험
 3. 연구모형 및 연구가설
  3.1 연구모형
  3.2 연구가설
 4. 조사 방법론
  4.1 변수의 조작적 정의
  4.2 자료의 수집 및 표본의 특성
 5. 연구결과
  5.1 신뢰성과 타당성 검증
  5.2 연구가설의 검증
 6. 토론 및 결론
 References
 <부록> 설문지

키워드

저자

• 한수진 [ Su Jin Han | Professor, Hoseo Univ., Department of Business Administration ]
• 강소라 [ Sora Kang | Professor, Hoseo University, Department of Business Administration ] Corresponding author

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