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중국 B2C 온라인 쇼핑몰의 초기신뢰가 구매의도에 미치는 영향에 관한 연구
은조병(Chao-Bing Yin),김태인(Tae-In Kim) 한국무역연구원 2017 무역연구 Vol.13 No.5
With the rapid development of Internet technology, online shopping has been drumming up interest in the academe. However, because of time and space barriers, delays in purchasing and delivery under the online shopping environment, uncertainty and risk of online shopping are greater than offline shopping. Consumer’ trust is an important constraint during the development of an online shopping mall. Therefore, how to build trust from customers and enhance competitiveness can be regarded as an important subject relative to B2C shopping malls. The purpose of this study is to investigate the influence of information quality, reputation, and website design on initial trust based on the initial trust influencer model presented by Fung and Lee (1999). A survey was conducted on B2C shopping mall users in China through e-mail, on site and internet. Except for the unfair questionnaires among the 335 retrieved questionnaires, we used SmartPLS to conduct analysis with the 340 questionnaires. Results showed that information quality, reputation, and design all have positive effects on initial trust. Moreover, initial trust has a positive effect on consumer’ purchase intention. In addition, initial trust mediates the relationship between information quality, reputation, website design and purchase intention.
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중국 중소기업의 수출신용보험 활용 및 수출성과에 관한 연구
은조병(Chao-Bing Yin),김태인(Tea-In Kim),장질(Zhi Zhang) 한국무역연구원 2018 무역연구 Vol.14 No.2
The purpose of this study is to analyze the factors affecting the trade insurance utilization of exporting small enterprises and their effect on export performance. To identify the factors that affect the Chinese SMEs’ utilization of export insurance, examine whether export insurance utilization positively affects export performance, and whether export insurance utilization mediates the relationship between the export firm characteristics, SINOSURE characteristics and export performance, we conducted a questionnaire survey on employees of SMEs in China and conducted Smart PLS 3.0. Results of this analysis are as follows. First, the level of export orientation and export risk management positively affects the utilization of export credit insurance, and the effect of recognition of export credit insurance on export credit insurance utilization is statistically insignificant. Second, in terms of characteristics of export credit insurance companies, all of the factors have a positive effect on utilization of export credit insurance. Third, the utilization of export credit insurance helps improve the export performance of SMEs. Fourth, the mediating effect of export credit insurance was found to be statistically insignificant.
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