전자상거래 활성화를 위한 신뢰형성 모델의 구축에 관한 연구

A Study on Building the Trust Model for Electronic Commerce

Successful electronic commerce sites allow businesses to create low cost or more efficient channels for product sales or to create new business opportunities. The success and acceptance of most on-line businesses depend on several factors, both technological and social. This paper presents a generic model of trust for electronic commerce. This paper define trust as a belief in the system characteristics, specifically belief in the competence, dependability and security of the system, under condition of risk. The study suggests awareness for organizations entering into electronic commerce and theoretically the study aims to develop a framework of trust and security for electronic commerce thus providing a set of guidelines for secure electronic commerce. According to this study, the factor for trust building of electronic commerce affected by users, transaction process, and information environment. In conclusion, to raise the trust of electronic commerce process attained from cyber space, three main points presented in this paper will have to be built before transaction.