News Column

Findings from Chung Ang University in Information Technology Reported

January 31, 2014

By a News Reporter-Staff News Editor at Health & Medicine Week -- Fresh data on Information Technology are presented in a new report. According to news reporting originating in Seoul, South Korea, by NewsRx journalists, research stated, "It is widely known in related literature that trust in a merchant reduces the perceived risk of an online transaction. However, there are theoretical reasons to postulate that the perceived risk acts as a barrier to consumer trust."

The news reporters obtained a quote from the research from Chung Ang University, "Furthermore, existing studies suggest that trust is an important predictor of purchase intention. Thus, this research aims at investigating the mediating role of consumer trust in an online merchant in the relationships between components of perceived risk and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. When we probed the total effect, the findings revealed that performance, psychological, financial, and online payment risks have a significant negative influence on purchase intention. On the other hand, an examination of the mediation effect indicated that trust in an online merchant completely mediates the effect of performance risk, but partially mediates that of the psychological risk."

According to the news reporters, the research concluded: "Given the mixture of unmediated as well as mediated effect of perceived risks on purchase intention, the paper concludes that efforts, made by online merchants, to lessen certain types of risk will first improve consumer trust, and then ultimately, increase consumer's intention to buy online."

For more information on this research see: The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 2013;33(6):927-939. International Journal of Information Management can be contacted at: Elsevier Sci Ltd, The Boulevard, Langford Lane, Kidlington, Oxford OX5 1GB, Oxon, England. (Elsevier -; International Journal of Information Management -

Our news correspondents report that additional information may be obtained by contacting I.B. Hong, Chung Ang University, Coll Business & Econ, Seoul 156756, South Korea (see also Information Technology).

Keywords for this news article include: Asia, Seoul, South Korea, Psychological, Information Technology

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Source: Health & Medicine Week

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