B2C 전자상거래에서 고객신뢰의 영향요인과 구매의도에 대한 신뢰의 매개 역할

Despite the phenomenal growth of Internet users in recent years, the penetration rate of B2C electronic commerce (EC) is still low. According to previous studies, one of most often cited reasons is the lack of consumers' trust. Although trust is an important concept in B2C EC, there is a lack of theory-based empirical research in this area. In this paper, influencing factors are proposed for investigating the nature of trust in the specific context of B2C EC. Thirteen hypotheses are empirically tested. The results show that most of hypotheses are supported except for perceived size, perceived competence, perceived reputation, familiarity and third party recognition. In addition trust was found to have a strong positive effect on intention to purchase. Finally, trust was found to have a mediation effect between on influencing factors and intention to purchase. Implications of these findings are discussed for researchers and practitioners.