오프라인 기업의 신뢰가 온라인 쇼핑몰의 신뢰와 e-loyalty에 미치는 영향에 관한 연구 = The Effects of Offline Company Trust on Online Shopping Mall Trust and e-Loyalty

국문 초록 (Abstract)

오프라인 모기업을 기반으로 한 쇼핑몰 업체가 쇼핑몰 순위에서 상위권을 점하고 있음에도 불구하고 기존의 연구들은 수많은 쇼핑몰들을 단일 차원의 연구대상으로 보고 있다. 이에 본 연구에서는 소비자들로부터 신뢰를 확보하고 있는 오프라인 기업의 신뢰가 그로부터 파생된 인터넷 쇼핑몰의 신뢰와 e-loyalty에 어떠한 영향을 미치게 되는지를 살펴보았다. 본 연구 모델의 실증분석을 위해 설문조사를 실시한 결과, 오프라인 기업의 명성과 소비자의 신뢰성향은 온라인 쇼핑몰의 신뢰에 유의한 영향을 미치나 기업의 규모는 영향을 미치지 않는 것으로 나타났다. 또한 거래안전성, 사이트 이미지, 그리고 커뮤니케이션은 쇼핑몰 신뢰에 영향을 미치나 신뢰성향은 유의한 영향을 미치지 않는 것으로 나타났고, 오프라인 모기업의 신뢰는 온라인 쇼핑몰의 신뢰에 긍정적인 영향을 주는 것으로 나타나 오프라인 기업에서 구축된 신뢰는 인터넷 쇼핑몰 이용에 긍정적인 작용을 하는 것으로 밝혀졌다. 온라인 쇼핑몰의 신뢰는 e-loyalty에 유의한 영향을 미치며, 오프라인 기업의 신뢰는 e-loyalty에 직접적이지는 않지만 온라인 쇼핑몰의 신뢰를 통하여 간접적으로 영향을 미치고 있음을 알 수 있었다. 마지막으로 태도적 e-loyalty는 행동적 e-loyalty에 영향을 미치는 것으로 나타났다. 이러한 결과를 통하여 본 연구는 인터넷 환경 하에서의 신뢰와 e-loyalty에 대한 이해를 높이며, 기업의 신뢰를 구축할 수 있는 방안을 제시한다.

다국어 초록 (Multilingual Abstract)

Research on trust in internet environment has been frequently dealt with recently. However, although shopping malls derived from offline companies rank high among others, most of the research regards all the malls in the same way. Therefore this study focuses on the effect of offline company on its own internet shopping mall's trust and E-loyalty. A survey was conducted for this study and 202 answer sheets were analyzed using structural equation modeling. The results are shown as follows. First, offline company's reputation and trust propensity has significant effect on its online shopping mall but size does not seem to matter. Second, transaction security, site image and communication affect trust on online shopping mall, but customer's trust propensity did not. Third, trust of offline companies significantly affects on that of online mall and this shows trust transfers from offline to online. Fourth, trust of online shopping mall has significant effect on customer's E-loyalty and offline company's trust indirectly influences E-loyalty through online mall. Finally, attitudinal loyalty is found to have an effect on behavioral loyalty.

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