Dan Jong Kim

A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

Are trust and risk important in consumers electronic commerce purchasing decisions? What are the antecedents of trust and risk in this context? How do trust and risk affect an Internet consumers purchasing decision? To answer these questions, we i) develop a theoretical framework describing the trust-based decision-making process a consumer uses when making a purchase from a given site, ii) test the proposed model using a Structural Equation Modeling technique on Internet consumer purchasing behavior data collected via a Web survey, and iii) consider the implications of the model. The results of the study show that Internet consumers trust and perceived risk have strong impacts on their purchasing decisions. Consumer disposition to trust, reputation, privacy concerns, security concerns, the information quality of the Website, and the companys reputation, have strong effects on Internet consumers trust in the Website. Interestingly, the presence of a third-party seal did not strongly influence consumers trust.

Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration

Trust and satisfaction are essential ingredients for successful business relationships in business-to-consumer electronic commerce. Yet there is little research on trust and satisfaction in e-commerce that takes a longitudinal approach. Drawing on three primary bodies of literature, the theory of reasoned action, the extended valence framework, and expectation-confirmation theory, this study synthesizes a model of consumer trust and satisfaction in the context of e-commerce. The model considers not only how consumers formulate their prepurchase decisions, but also how they form their long-term relationships with the same website vendor by comparing their prepurchase expectations to their actual purchase outcome. The results indicate that trust directly and indirectly affects a consumers purchase decision in combination with perceived risk and perceived benefit, and also that trust has a longer term impact on consumer e-loyalty through satisfaction. Thus, this study extends our understanding of consumer Internet transaction behavior as a three-fold (prepurchase, purchase, and postpurchase) process, and it recognizes the crucial, multiple roles that trust plays in this process. Implications for theory and practice as well as limitations and future directions are discussed.

Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust

Trust (integrity, benevolence, and ability) is the central dimension of e-commerce systems adoption. Based on customer self-service systems and human-computer interaction logics, affective variables are important research issues to fully understand the relationship between information systems development and e-trust. In this paper, the effects of the perceived Web quality with service contents on e-trust, mediated by the website users affective variables (enjoyment and anxiety), are tested and discussed (n=325). Flow, social contract, social cognitive, resource allocation, and trust theories are discussed in the paper to support the proposed hypotheses. Theoretical and practical implications of these findings are also discussed.

Revisiting the role of web assurance seals in business-to-consumer electronic commerce

There is conflicting evidence as to the current level of awareness and impact of Web Assurance Seal Services (WASSs). This study examines the effects of an educational intervention designed to increase consumers knowledge, of security and privacy aspect of business-to-consumer (B2C) e-commerce websites and assurance seal services. The study further explores the relationships among consumers perceptions about online security, including WASSs awareness, importance of WASS, privacy concerns, security concerns, and information quality, before and after the educational intervention. The study finds that educating consumers about the security and privacy dangers of the web, as well as the role of web assurance seals, does increase their awareness and perceived importance of the seals. However, despite this increased awareness, there is little association between these assurance seals and the two indicators of trustworthiness, concerns about privacy and perceived information quality, of an e-commerce site, even after the intervention. Only security concerns have a statistically significant relationship with WASSs awareness before and after the educational intervention. Implications for theory and practice are discussed.

A study of the effect of consumer trust on consumer expectations and satisfaction: the Korean experience

This study proposes a framework regarding the relationship between consumer trust, satisfaction, and expectation in the context of electronic commerce. In particular, the framework draws together two theories: expectation-confirmation theory and social exchange theory. Following the longitudinal pre-purchase and post-purchase stages, this study provides a theoretical framework combining trust, expectation and satisfaction, and tests the proposed models empirically using Internet consumer behavior data collected via two rounds of Web surveys conducted in two major Korean universities. In accordance with existing literature of traditional commerce, the empirical findings suggest that both consumers trust and expectation have positive influences on consumers satisfaction. The study also provides a framework explaining the subsequent relationships of trust and satisfaction (trust → satisfaction → post-trust → long-term trust) following the pre-purchase and post-purchase stages. In addition, a significant and positive relationship is detected between consumers trust and expectation.

The Effects of Different Presentation Modalities on a Person Identification Task: A Study of Wireless Multimedia PDA Use in a Security Context

The convergence of affordable multimedia capabilities with local and wide area wireless data networking on handheld devices is a particularly important trend. Using off-the-shelf technology, we conducted a simple experiment that required participants to engage in a person-identification task while posing as security agents in a field setting. Participants attempted to identify a target person in a public setting under different conditions with or without the aid of video information distributed to them via wireless-enabled multimedia PDAs. We developed a research framework and expectations based on previous research in the areas of the dual processing theory of working memory, information richness theory, and the role of video in grounding. Our findings suggest that dual modes of presentation (i.e., phonological and visuospatial information) simultaneously incorporated by a specific presentation significantly influence user perception and enhance task performance.