이커머스, 진실성 그리고 쇼핑의도의 관계

The purpose of this study is to examine the casual relationships among characteristics factors of e-commerce, integrity, and shopping intentions. Lacking the presence of human and social elements has claimed one major weakness that is hindering the growth if e-commerce. Many have speculated that trust plays a critical role in stimulating consumer purchases over the internet. This study employed a questionnaire survey to test the hypotheses. In order to empirically analyze this, based on the survey responses of 249 consumers, we analyzed the data using SPSS 24.0 and AMOS 21.0. The results of this study are as follows. First, characteristics factors of e-commerce(reputation, social presence, social presence of interaction) were positively related to integrity. Second, integrity was positively related to shopping intentions. Finally, the summary, implications and limitations of the results with the future tasks were suggested.