초록

연구목적: 온라인 쇼핑몰에 대한 신뢰의 결핍은 많은 온라인 사용자들이 온라인을 통해 구매를 하지 않는 주요 원인이다. 이 연구는 온라인 쇼핑몰을 처음 방문한 고객들이 해당 쇼핑몰에 대해 어떻게 초기신뢰를 구축하게 되는가를 검토하기 위한 모델을 제공한다. 이 연구의 주요 목적은 온라인 쇼핑몰에서 초기신뢰의 선행변수와 결과변수를 포함하는 연구모형을 제시하는데 있다. 연구 설계 및 방법론: 이메일 서베이를 통해 264명의 자료를 수집하였다. 연구모델은 구조방정식모형 분석을 통해 실증적으로 검증하였다. 분석 및 연구 결과: 연구 결과 신뢰성향이 초기신뢰에 유의한 영향을 미치는 변수임을 확인하였다. 또한 쇼핑몰의 평판, 디자인, 정책 등이 초기신뢰에 유의한 영향을 미치는 선행변수임이 드러났다. 마지막으로 저자는 초기신뢰, 만족, 재구매의도 간의 인과관계를 규명하였다. 시사점 및 연구의 한계점: 이 연구의 결과는 온라인 쇼핑 연구에서 그 중요성이 증가하고 있는 초기신뢰의 선행변수와 결과변수를 규명하고 이해하는데 새로운 접근법을 제안한다. 하지만 본 연구에서 제시하고 있는 모형에서 초기신뢰를 결정하는 모든 잠재적인 요인들을 포함하지 못하고 있다. 결과적으로 초기신뢰의 선행변수들의 설명력이 24%에 불과하다. 향후 연구방향: 이 연구는 실제 소비자의 행동이 아닌 행동의도를 측정하였다. 추가적인 연구에서는 이러한 단점을 보완할 수 있는 연구가 수행되어야 할 것이다. 공헌점: 이 연구의 결과는 온라인 마케팅 관리자들에게 효과적인 전략을 수립할 수 있는 관리적 시사점을 제공한다.

키워드

초기신뢰, 온라인 쇼핑, 만족, 재구매의도

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