날짜 : 소속 : 스마트융합컨설팅학과 이름 : 박사과정 권정도 스마트융합 IP 실무분석컨설팅방법론 – 논문발표 3 온라인 쇼핑에서 신뢰의 역할 - 위계적 관계 관점 저자 : 이재남, 강민형

Page 2 스마트융합컨설팅 Contents 1.Introduction 2.Theoretical Development 3.Research Model & Methodology 4.Results 5.Implications & Limitations

Page 3 스마트융합컨설팅 1. Introduction  B ackground - Researchers agree that trust is an important factor in achieving the objectives of online business and attracting customers to participate in online transaction (Rindfleisch & Heide, 1997; Chung, 2008) - Many empirical studies have examined trust in the context of e-commerce familiarity and trust affect the intention to purchase, or inquire about, product(Gefen, 2000) several factors such as comprehensive information, shared value, and communication could affect trust, and thus, effectively increase customer loyalty in online shopping (Lee et al, 2000)  they have not dealt with the development of trust as time passes Trust evolves over time, and developing one level of trust can lead to a subsequent, higher level of it(Lewicki and Bunker, 1995) Trust can no longer be viewed as a static state(Rousseau et al, 1998)  Purpose - examine the hierarchical relationships between different types of trust in online shopping as well as their impact on customer satisfaction and loyalty - we adopted Lewicki and Bunker's(1995) framework of classifying trust into three different types: calculus-based trust, knowledge-based trust, and identification-based trust

Page 4 스마트융합컨설팅  Online Trust - Previous studies on online trust can be grouped into two types - “trust-whom” and “trust-what - “Trust-whom” research differentiated diverse counterparts of online trust, such as third party escrow services, intermediary, community of sellers, etc.(Pavlou & Gefen,2004) - “trust-what” research distinguished various sources of online trust, such as the counterpart’s ability, friendliness, safety, etc.(Chang & Wong, 2010; Lee et al. 2009) - consideration of the interrelationships among the sub-dimensions of online trust is still lacking - They suggested sequential relationships among the sub-dimensions of trust in trust building, adopting a dynamic approach(Lewicki and Bunker’s, 1995) 2. Theoretical Development

Page 5 스마트융합컨설팅  Trust in transactions 2. Theoretical Development Shapiro et al. (1992) deterrence-based trust knowledge-based trust identification-based trust Kelman (1958) compliance identification internationalization update Lewicki & Bunker (1995) calculus-based trust knowledge-based trust identification-based trust - From the economic perspective, trust involves the transaction costs of exchanged goods  individuals make trust choices based on perceptual costs and benefits of products(Williamson, 1993; Zhouetal.,2009), meaning that trust is based on calculus (Williamson, 1993) and mainly involves secondhand information(Ba,2001; Shapiro et al.,1992) - From the psychological perspective, trust is seen as a highly affective state caused by an actor's ability or inability to reach certain goals(Lazarus, 1991; Oatley, 1992)  from the psychological perspective, include an expectation of good outcomes, in the case of knowledge-based trust, and positive emotions, in the case of identification-based trust - Rousseau et al.(1998) argue that it is necessary to not only classify different perspectives on trust but also integrate them with each other  This study proposes that a hierarchical relationship exists among different types of trust and investigates these dynamics‘ impact on customer satisfaction and loyalty choose investigates the dynamics of trust

Page 6 스마트융합컨설팅  Research Model & Hypothesis H1.1 : Calculus-based trust positively affects knowledge-based trust H1.2 : Knowledge-based trust positivelyaffects identification-based trust H2.1 : Calculus-based trust positively affects customer satisfaction H2.2 : Knowledge-based trust positively affects customer satisfaction H2.3 : Identification-based trust positively affects customer satisfaction H3.1 : Identification-based trust positively affects customer loyalty H3.2 : Customer satisfaction positively affects customer loyalty 3. Research Model & Methodology

Page 7 스마트융합컨설팅  Measurement 3. Research Model & Methodology

Page 8 스마트융합컨설팅  Data Collection - 국내 주요 대학 대학생, 대학원생 대상으로 조사  108 개 회수  104 개 분석 - Analysis method : PLS 3. Research Model & Methodology

Page 9 스마트융합컨설팅  Measurement Model 4. Results - confirmatory factor analysis : CR(0.831~0.911), AVE(0.498~0.619) - discriminant validity : unsatisfactory 6 items removed - CR(0.848~0.903), AVE(0.595~0.675) - discriminant validity : square root of the AVE > correlation

Page 10 스마트융합컨설팅  Results of the structural model analysis - all of the seven hypothesized paths were found to be significant at the 0.01 or 0.05 level 4. Results

Page 11 스마트융합컨설팅 5. Implications & Limitations  Implications  For researchers, provides evidence that online shopping users experience a hierarchical development of trust  offers a more comprehensive description of the notion of trust and its dynamic nature in online shopping  examinine the relationship between the three types of trust, customer satisfaction, and customer loyalty comprehend how trust evolves in the context of e-commerce  For practitioners, reveals the importance of trust building in the success of online shopping malls  emphasize t he hierarchical development of trust suggest each trust type contributes to customer satisfaction, which in turn leads to customer loyalty  Significant impact of customer satisfaction on customer loyalty indicates that loyalty emerges from experience  the weak impact of identification-based trust on online customer satisfaction and loyalty  suggest shopping malls not putting too much effort into personalization

Page 12 스마트융합컨설팅  Limitations  although it is cross-sectional, the research model employed in this study has been designed to examine causal relationships involving trust, satisfaction, and loyalty - longitudinal study would be more suitable to the achievement of the research objectives  specificity of our sample - All of the respondents : single university in a single country age 21~30(86%), female(66%)  developed our questionnaires by converting definitions of constructs for the three types of trust to better fit the online shopping mall context - it is possible that our questionnaires did not appropriately express the constructs 5. Implications & Limitations

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