펜션 웹사이트 온라인 신뢰형성에 따른 전자상거래 구매자의 행동의도에 관한 연구 -펜션상품 전자상거래 구매자를 대상으로- = The effects on Behavior Intention of e-Commerce Users by the Online Trust Building Factors -The Case of Pension Website-

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the influence of the ``online trust building`` factors of e-commerce users purchasing pension products on the pension websites. A survey was conducted through the Internet from March 30 to April 30, 2011. Among a total of 332 questionnaires distributed, 307 questionnaires were used. The results of the study were as follows. Firstly, the online trust building factors of pension website were divided into five factors including ``website design``, ``ease of use``, ``usefulness``, ``transaction safety`` and ``interactivity``. Secondly, all of the online trust building factors had a positively significant influence on the online trust. In particular, ``website design`` was the most influential factor in terms of the online trust building factors, followed by ``interactivity``, ``usefulness``, ``ease of use`` and ``transaction safety``. Finally, online trust was built by the ``online trust building`` factors positively affected behavior intention

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