이커머스 플랫폼에서 소비자 신뢰 형성요인이 태도와 구매의도에 미치는 영향: 여행상품 구매자를 대상으로

This study investigates the trust-building mechanisms in e-commerce travel platforms by categorizing antecedents into seller, consumer, and institutional factors. The model expands previous frameworks by incorporating institutional trust, which has been underexplored in tourism research. Data were collected via an online survey of 500 consumers who had recently purchased travel products. Structural equation modeling and bootstrapping were employed for hypothesis testing. Results show that perceived reputation, system stability, familiarity, and legal/institutional support significantly influence platform trust. Platform trust, in turn, positively affects both consumer attitudes and purchase intentions. Moreover, trust mediates the relationship between its antecedents and purchase intention through consumer attitude. Among all factors, legal and institutional trust had the strongest indirect effect.