Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study about the Mediating Effects of Website Attitude and Trust in Continuously using the Website

웹사이트의 계속적 이용에 있어 신뢰와 태도의 매개효과 연구

  • 이국용 (한국전자통신연구원(ETRI) 정보통신서비스연구단) ;
  • 형성우 (전북대학교 상과대학 경영학부) ;
  • 박경수 (전북대학교 상과대학 경영학부)
  • Published : 2005.06.01
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Abstract

In the past days, most of studies about users' behavior in online environments have been mainly focused on the adoption of website and internet shopping or shopping mall. But the generic model of website usage behavior has not been made and the leading theory of website usage behavior has not been existed. The purpose of this study consists of two parts: (1) to find the determinant variables of the website users' continuous using Intention in a certain website, (2) to examine the relative influences of the variables influencing the users' behavior in online environments. The framework of this study is based on the combination of some theories - Davis(1989)'s TAM, Fishbein(1975)'s TRA, Hoffman et al.(1997), Schneiderman(2000), Yoon(2002), Lee and Turban(2001), Sultan et al.(2002), Shankar et al.(2002a, 2002b), McKnight et al.(2002), Chen and Dhillon(2003), Heijden(2003) and so on. Major findings of this research are summarized as fellows: First, determinant of website continuous using intention was affected by 1) the-attitude and 2) the trust of the website except of perceived usefulness. Second, the website attitude was affected by the perceived usefulness, design, experience, reputation. But perceived ease of use did not affect the website attitude. Third, the website trust was affected by the perceived usefulness, perceived ease of use, design, experience of website. But the reputation of website did not determine the trust of Website in this research model.

Keywords

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