Abstract
The purpose of this study was to identify the trust transference among e-commerce users purchasing air transported products both via the web and application. In order to perform this study, a research model that included customer perceptions of airlines (perceived reputation, perceived size, perceived willingness to customize), and technical characteristics(information system quality, transaction safety) was proposed. A survey was conducted from July 24th to July 29th, 2014. A total of 300 questionnaires were collected. Excluding 90 missing questionnaires, 210 usable questionnaires were analyzed. The results of this study are as follows. First, customer perceptions of airlines had a positive effect on web trust and application trust except that perceived willingness to customize had no effect on application trust. Second, technical characteristics had a positive effect on application trust. Third, trust transference was verified between the web and application in e-commerce. Finally, web trust and Application trust had a positive effect on purchase intention.
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