e-커머스 신뢰형성 모형 제안 - 온라인 여행업의 웹사이트를 중심으로 -

The purpose of this study was to present a comprehensive model of the process of forming trust on e-commerce by purchaser by focusing on online travel business web-site. The trust of purchaser on e-commerce was classified into web-site trust and trust on word-of-mouth within web-site, while constructing e-service quality of responsiveness, inter-activeness and security as leading factor for forming trust on web-site and word-of-mouth information characteristics of consensus, vividness and neutrality as leading factor for forming trust on word-of-mouth information. For the purpose of this study, survey research was conducted with those that have the experience of making purchase decision upon using the word-of-mouth information of online travel business web-site. Accordingly, 192 copies of questionnaire were used for the empirical study. The result of hypothesis showed that responsiveness and security had meaningful effects on web-site trust but interactive-ness did not have meaningful effects. In addition, it was found that consensus, vividness and neutrality had meaningful effects on word-of-mouth information trust. It was also found that web-site trust has meaningful effects on word-of-mouth information trust and purchase intention, while also having meaningful effects on word-of-mouth information trust purchase intention. Consequently, the result showed that purchaser's trust on e-commerce is formed by trust on website and word-of-mouth information and such trust increases purchase intention.