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Trust perception in internet shopping: comparative study of customers in Japan and South Korea

Published: 19 August 2008 Publication History

Abstract

Understanding how consumers perceive the market is a necessity for an E-commerce (EC) site's survival. Furthermore, the number of EC consumers is increasing, and customers' trust in EC has become a critical issue. The objectives of our study were to apply a two-step cluster analysis in profiling EC consumers' demographic characteristics and perception of trust in EC and to compare the customers' trust perceptions in Japan and South Korea. The investigation was carried out via an online survey among online customers of a web-based portal website in Japan and South Korea in 2007. The results of 1,111 Japanese online customers and 998 Korean online customers suggest different cluster solutions. In Japan, the least concerned with trust was a cluster of over-60-year-old, married, unemployed males. By contrast, in South Korea, the least concerned with trust was a cluster of students who were under 19 years old.

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  • (2016)Theoretical criteria for online consumer behaviour: web-based communication exposure and internal psychological behavioural processes approachesCommunicatio10.1080/02500167.2016.114066542:1(75-99)Online publication date: 17-Mar-2016

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  1. Trust perception in internet shopping: comparative study of customers in Japan and South Korea

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        cover image ACM Other conferences
        ICEC '08: Proceedings of the 10th international conference on Electronic commerce
        August 2008
        355 pages
        ISBN:9781605580753
        DOI:10.1145/1409540
        Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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        Publication History

        Published: 19 August 2008

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        Author Tags

        1. cluster analysis
        2. consumer behavior
        3. internet shopping
        4. online consumer behavior
        5. trust perception

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        ICEC08
        ICEC08: 10th International Conference on E-Commerce
        August 19 - 22, 2008
        Innsbruck, Austria

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        • (2016)Theoretical criteria for online consumer behaviour: web-based communication exposure and internal psychological behavioural processes approachesCommunicatio10.1080/02500167.2016.114066542:1(75-99)Online publication date: 17-Mar-2016

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