인터넷 사용자의 지속적 온라인 거래에 영향을 미치는 요인에 관한 연구 -개인정보 유출 중심으로 -

The present study intends to implement an empirical analysis on whether online transaction trust, perceived risks, and efforts to protect personal information in online transactions have influenced on continuing online transaction amid the seriousness of damages on the leakage of personal information in online transaction. First of all, because secured transactions and security authentication by the third party are considered as the antecedents of online transaction trust, this study aims to verify whether they have affected on the online transaction trust. Secured transaction has been measured through refund policies, privacy policies, and transaction safety. the security policy was shown as not being able to have significant effects in causing the trust of online transaction although it is important in online transaction. It can be said that the online transaction trust and perceived risks have significant effects, because the level of perceived risk got lower as the trust of online transaction by the transaction party got higher. In addition, the higher the perceived risk, the more vigorous effort the privacy protection showed. Finally, it also showed that continuing online transactions and efforts to protect personal information have significant effects in statistics.