글로벌 전자상거래환경에서 정보지표와 정보신호가 신뢰형성에 미치는 영향

This study is to figure out the factors having an effect on trust building and development between the parties to a transaction in global electronic commerce. As a result of the empirical analysis, first, it was shown that the favorable perception for the country’s integrity had a positive effect on the trust to both of buyers and suppliers. Moreover, the effect of this perception did not decrease even though the transaction increased. Second, the perception for the legal aid had a positive effect on the trust to both of buyers and suppliers in the case of relatively little pre-interaction between buyers and suppliers. However, as the number of interaction between buyers and suppliers increased, the perception for the legal aid had not much effect on the trust of buyers to suppliers. Third, the trust of buyers was higher for the suppliers certified by third party than for the suppliers not certified. Finally, the trust of buyers to suppliers had a positive correlation with the possibility of buying from the suppliers by the buyers. Through the results of this study, it is judged that the understanding about transnational electronic commerce being conducted in e-Marketplace can be expanded.