정보화마을의 웹사이트 신뢰가 체험만족과 판매자 신뢰에 미치는 영향에 대한 연구

Abstract

Recently, the online agriculture has become one of the promising businesses in South Korea. The advanced development of internet has brought a benefit to this industry. Thus, in order to improve the customer agriculture service, the e-commerce website has been introduced to the villagers to operationalize their main business. In this research, we studied the online business model of Information Network Village (INVIL) from information systems perspective. First, we investigated the effects of brand image, website investment, and past experience on website trust. Second, we also tested the influences of four experience dimensions (i.e. entertainment experience, education experience, esthetic experience, escapist experience) on experience satisfaction. Third, we measured the relationship between trust on website and experience satisfaction. Lastly, we measured the effects of both variables on trust on sellers. A total of 101 final respondents were collected from Chonbuk Imsil Cheese Village Experience Program in 2011. Smart PLS were used to analyze the data. The results revealed several important findings. First, we found that past experience had a positive effect on trust on website. However, brand image and website investment had no significant effect on trust on website. Second, as predicted, experience and trust on website had positive and significant effects on experience satisfaction. Lastly, the results indicated that both trust on website and experience satisfaction were the main predictors of trust on sellers. Further discussion and implications of this study were also provided.