전자상거래에 내재한 환경적 위험 상황에서 신뢰, 만족, 재구매 의도에 미치는 제도적 구조의 영향: 오픈마켓 쇼핑몰을 중심으로

Abstract

This study examines the effect of institutional structures’ to confirm whether open market shopping mall users’ perception of institutional mechanisms plays an alternative role to trust in an environment where institutional situations are recognized as dangerous situations. Specifically, it is intended to understand through empirical research whether the institutional mechanisms at the local level works as an alternative element of trust by substituting situational conditions recognized as risks to the linear model of satisfaction and trust and repurchase intention.<BR> The result of this study showed that PEIS, which is considered an alternative to trust in institutional mechanisms working on local level, was found to have a direct effect on satisfaction, trust, and repurchase intention in an institutional situation with high risk perception. In particular, the results of this study show that PEIS acts as a key factor in building trust in online companies in negative institutional situations. The findings of this study suggests that in order to secure a continuous competitive advantage in a negative environment, need to continuously invest in the institutional mechanisms of open market shopping malls in online markets.