Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Effect of Regulatory Focus on the Consumer Trust to a Web Site : Moderating Effect of Consumers' Purchasing Experience Toward Online Shopping

구매경험에 따른 소비자 조절초점이 온라인 쇼핑몰 신뢰에 미치는 영향에 관한 연구

  • Han, Su Jin (Hoseo Univ., Department of Business Administration) ;
  • Kang, Sora (Hoseo Univ., Department of Business Administration)
  • Received : 2016.11.08
  • Accepted : 2016.12.30
  • Published : 2016.12.31
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Abstract

In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.

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References

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