중국 B2C 온라인 쇼핑몰의 초기신뢰가 구매의도에 미치는 영향에 관한 연구

A Study on the Impact of Initial Trust on Purchase Intention of the B2C Shopping Malls in China

With the rapid development of Internet technology, online shopping has been drumming up interest in the academe. However, because of time and space barriers, delays in purchasing and delivery under the online shopping environment, uncertainty and risk of online shopping are greater than offline shopping. Consumer’ trust is an important constraint during the development of an online shopping mall. Therefore, how to build trust from customers and enhance competitiveness can be regarded as an important subject relative to B2C shopping malls. The purpose of this study is to investigate the influence of information quality, reputation, and website design on initial trust based on the initial trust influencer model presented by Fung and Lee (1999). A survey was conducted on B2C shopping mall users in China through e-mail, on site and internet. Except for the unfair questionnaires among the 335 retrieved questionnaires, we used SmartPLS to conduct analysis with the 340 questionnaires. Results showed that information quality, reputation, and design all have positive effects on initial trust. Moreover, initial trust has a positive effect on consumer’ purchase intention. In addition, initial trust mediates the relationship between information quality, reputation, website design and purchase intention.