인터넷 쇼핑몰에서의 온라인신뢰에 대한 문화의 영향력 연구

A Study of Impact of Culture on Online Trust in the Internet Shopping Mall

This study investigates the relationship between Culture and online trust in three cultural dimensions: individualism, collectivism and long term orientation. For this purpose, this study proposes the empirical hypothesis to test the implication of the proposed model. The results are as follows. First, the purchase intention is influenced by the online trust in statistical sense. Second, the relationship between Culture and the antecedents of online trust are statistically established in three cultural dimensions: individualism, collectivism and long term orientation. The direction of future research is to develop the more refined hypothesis to test the empirical model in the field of on line trust and culture.