정보화마을의 웹사이트 신뢰가 체험만족과 판매자 신뢰에 미치는 영향에 대한 연구 = The Influences of Website Trust on Experience Satisfaction and Trust on Sellers

다국어 초록 (Multilingual Abstract)

Recently, the online agriculture has become one of the promising businesses in South Korea. The advanced development of internet has brought a benefit to this industry. Thus, in order to improve the customer agriculture service, the e-commerce website has been introduced to the villagers to operationalize their main business.
In this research, we studied the online business model of Information Network Village (INVIL) from information systems perspective. First, we investigated the effects of brand image, website investment, and past experience on website trust. Second, we also tested the influences of four experience dimensions (i.e. entertainment experience, education experience, esthetic experience, escapist experience) on experience satisfaction. Third, we measured the relationship between trust on website and experience satisfaction. Lastly, we measured the effects of both variables on trust on sellers.
A total of 101 final respondents were collected from Chonbuk Imsil Cheese Village Experience Program in 2011. Smart PLS were used to analyze the data. The results revealed several important findings. First, we found that past experience had a positive effect on trust on website. However, brand image and website investment had no significant effect on trust on website. Second, as predicted, experience and trust on website had positive and significant effects on experience satisfaction. Lastly, the results indicated that both trust on website and experience satisfaction were the main predictors of trust on sellers. Further discussion and implications of this study were also provided.

목차 (Table of Contents)

• Abstract
• I. 서 론 1
• 1.1. 문제제기 및 연구목적 1
• 1.2. 연구의 범위와 방법 2
• 1.3. 논문의 구성 3
• Ⅱ. 이론적 배경 5
• 2.1 정보화마을의 현황 5
• 2.1.1. 정보화마을 추진배경 및 현황 5
• 2.1.2. 정보화마을 관련 선행연구 11
• 2.2 신뢰(Trust)의 개념 15
• 2.2.1. 인터넷쇼핑몰에서의 신뢰 18
• 2.2.2. 신뢰전이(Trust Transference) 20
• 2.3 체험경제이론(Experience Economy) 23
• 2.3.1. Pine and Gilmore의 체험경제이론의 배경 23
• 2.3.2. 고객 체험의 4요소(4Es)의 분류 27
• 2.3.3. 체험경제이론의 선행연구 31
• Ⅲ. 연구 모형의 설계 및 가설의 설정 32
• 3.1 연구모형의 설계 32
• 3.2 연구가설의 설정 34
• Ⅳ. 실증 분석 39
• 4.1. 변수의 조작적 정의 및 측정 39
• 4.2. 설문지 구성 및 측정 43
• 4.3. 표본의 선정 및 특성 44
• 4.3.1 표본의 선정 및 자료수집 44
• 4.3.2 표본의 특성 44
• 4.4. 자료분석 방법 47
• Ⅴ. 실증분석 48
• 5.1. 변수의 신뢰성 및 타당성 검증 48
• 5.2. 측정모형 검증 50
• 5.2.1 집중타당성 52
• 5.2.2 내적일관성 55
• 5.2.3 판별타당성 56
• 5.3. 구조모형의 검증 58
• 5.4. 연구가설의 검증 59
• 5.5. 가설 검증 결과 요약 및 논의 61
• Ⅵ. 결론 63
• 6.1 연구의 결과의 요약 63
• 6.2 연구의 시사점 및 한계 64
• 참고문헌 65
• 부 록 74