인터넷 점포 신뢰구축과정에서 제3자 인증마크의 역할에 관한 연구 = The Study on the Role of the Third Party Certificate Mark on the Internet Store Trust Building Process

다국어 초록 (Multilingual Abstract)

Internet market environment has the charateristics of easienss of small business' market entry, immaturity of the market. These characteristics gather the researcher's attention toward the Internet store trust management. And Internet store trust plays the critical role as an antecedent of the e-loyalty. Previous researches mainly focus on the store's own trust building by the store level marketing activities. However considering hypertext based Internet environment, this research pays attention to the trust building process by the 3rd party institution's certificate mark. In this research empirical test is conducted to test the influence of trust source(competence and benevolence) and trust transfer on the Internet store trust building process. The result shows that the influence of trust source and trust transfer on the trust building process is unique. The way of trust building management by trust transfer is discussed.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 문헌 연구
• Ⅲ. 가설 설정
• Ⅳ. 조사방법과 자료분석
• Ⅴ. 토의 및 시사점
• Ⅵ. 결론 및 연구의 한계
• 참고문헌
• Summary

참고문헌 (Reference)

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