온라인 플랫폼 환경에서 제도적 메커니즘과 신뢰 간 상호 영향에 관한 비교 연구

• 영문명: A Comparative Study on the Mutual Influence between Institutional Mechanisms and Trust in Online Platform Environment
• 발행기관: 한국IT서비스학회
• 저자명: 노윤호(YoonHo Roh) 황영현(Yeong-Hyeon Hwang)
• 간행물 정보: 『한국IT서비스학회지』제23권 제2호, 83~97쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

This study was conducted to examine the effect of institutional mechanisms on customers' trust and continuous purchase intention in open market platforms, The research frame was expanded by setting institutional situations into positive and negative areas in order to examine the relationship between institutional mechanisms and trust in multiple dimensions. The results of this study confirmed that the feedback system, dispute resolution, and intermediary trust factors affect trust in positive areas, and dispute resolution, information security, and intermediary trust affect buyer trust in negative areas. For the relationship between trust and repurchase intention, it was confirmed that if the institutional situation is positive, trust leads to repurchase intention, and in negative areas, trust does not lead to repurchase intention. The results of this study show that institutional mechanisms are a key factor in building trust in online platforms according to institutional circumstances and play a role in offsetting trust in platforms in negative areas.

목차

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 분석 결과

5. 결론

참고문헌

키워드

Institutional Mechanisms Trust Repurchase Intention Online Platform Open-market