발간년도 : [2014]
| 논문정보 |
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| 논문명(한글) |
[Vol.9, No.4] The Effects of Perceived Risk on Trust and Loyalty in Open Markets |
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| 논문투고자 |
Duk-Hwa Jung, Chul-Ho Jung |
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| 논문내용 |
The major purpose of this study investigate the effects of perceived risk on trust and loyalty in open market. Based on the relevant literature reviews, this study posits five characteristics of economic risk, time loss risk, psychological risk, privacy risk, and performance risk as perceived risk, and established a research model include 2 factors such as trust and loyalty to measure performance in open market. 214 customers of the open market survey data have been collected and analyzed based on the structural equation model method. The results of this study are summarized as follows. Firstly, four perceived risk characteristics of economic risk, psychological risk, privacy risk, and performance risk are significantly positive effect on trust. Secondly, trust is significantly related to loyalty in open markets. |
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