전자상거래 벤더에 대한 소비자 신뢰의 영향과 신뢰 선행 요인: 중국시장에서 탐색재와 경험재를 중심으로

Trust plays an important role in many socio-economic interactions, including uncertainty and dependence. Since uncertainties exist in transactions over the Internet, trust is a critical factor influencing e-commerce. This study considers the characteristics of the trustee(vender) and trustor(consumer) as factors leading to the consumer trust. We also considered product types(experience goods and search goods) at the time of purchase, and examined attitudes, intentions(willingness to buy), and perceived risk about purchases as factors and consequences of consumer trust. The survey was conducted on e-commerce consumers in the China and the research model was tested by PLS-SEM. The results show that e-commerce market in the China, perceived reputation, system assurance and propensity to trust are positively related to consumer trust, regardless of product type. Consumer trust is positively related to attitudes and intention, and negatively related to perceived risk in the search goods. In the case of experience goods, the perceived risk was negatively effecting attitude and willingness to buy.