The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Trustworthiness on Purchase Intention in Open Markets: Focusing on Trust and Distrust

오픈마켓에서 신뢰가치성이 구매의도에 미치는 영향: 신뢰와 불신을 중심으로

  • 최슬비 (국민대학교 비즈니스IT전문대학원) ;
  • 안현철 (국민대학교 비즈니스IT전문대학원) ;
  • 곽기영 (국민대학교 비즈니스IT전문대학원)
  • Received : 2017.03.13
  • Accepted : 2017.03.30
  • Published : 2017.03.31
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Abstract

Purpose This study investigates the effects of trust and distrust on intention to purchase in open market, based on the idea that trust and distrust can co-exist. Specifically, this study approached the effects of trust and distrust of the open market on the intention to purchase from a two-dimensional perspective, and examined trustworthiness as the antecedents of trust and distrust. Design/Methodology/Approach In this study, we conducted a questionnaire survey on consumers who have actually purchased a product from open markets in Korea for two months. As a result, 141 users are chosen for the sample. We apply PLS (Partial Least Squares) structural equation modeling (SEM) to verify our theoretical model using the software application SmartPLS 3.0. Findings First, trust in open market positively affects intention to purchase, whereas distrust in open market negatively affects intention to purchase. Second, the three antecedents of trust (i.e. three factors constituting trustworthiness such as ability, benevolence and integrity) affect trust in open market. Third, integrity negatively affects distrust in open market. Since integrity plays an important role in building both trust and distrust in open market, the operators of open market should pay attention to managing their integrity.

Keywords

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