Web Trust 인증서비스의 도입효과분석: Web Trust와 e Trust의 비교

This study focuses on three questions regarding WebTrust assurance service and looks into the effects of its introduction to Korea. First, from the perspective of WebTrust assurance service as a moderating variable of knowledge for ensuring safe trade, the study looks into how WebTrust assurance service influences consumers' trust in Websites. Second, it investigates whether WebTrust is superior to assurance service of other organizations called eTrust. Third, the study examines if consumers' trust in electronic commerce increases their desire to purchase goods and services on the Web. To summarize this study's results, first, consumers' trust in electronic commerce showed significant differences according to whether Websites obtained WebTrust assurance. Second, trust in Websites of the consumers with knowledge of WebTrust assurance service showed significant differences in accordance with whether Websites obtained WebTrust assurance, whereas that of the consumers without knowledge of WebTrust assurance service did not show any significant difference, regardless of whether Websites obtained WebTrust assurance. Third, there was no difference between WebTrust and eTrust assurance in their effect on consumers' trust in Websites. Finally, there was a positively significant relationship between consumers' trust in Websites and their desire to purchase goods and services on the Web.