기업과 소비자간 ( B - to - C ) 전자상거래에서 소비자 신뢰형성 요인에 관한 질적 연구 = A Qualitative Study of Factors Influencing on Consumer Trust in B - to - C Electronic Commerce

다국어 초록 (Multilingual Abstract)

One of the most important barriers in electronic commerce is the lack of trust between buyers and sellers on cyber space. Increasing the size of B-to-C electronic commerce, online consumers` complains are also increasing. A lot of consumers still distrust Internet shopping mall. Hence, trust building between consumer and Internet shopping mall is necessary to expand the electronic commerce. This study examined factors influencing on consumer trust in B-to-C electronic commerce through in-depth interviews. There were found emerging theme relating to trust forming: keeping promises, reputation and image, openness and honest, friendliness and convenience, sincere and integrity, security and faithfulness, and technology and expertness. Based on these findings, a trust model of Internet shopping mall was suggested. Also trust building strategies of Internet shopping mall were discussed and further researches were suggested.