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The Effects of Perceived Risk on Trust and Loyalty in Open Markets

  • Journal of Knowledge Information Technology and Systems
  • Abbr : JKITS
  • 2014, 9(4), pp.455-463
  • Publisher : Korea Knowledge Information Technology Society
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Published : August 31, 2014

JUNG DUK HWA 1 Jung, Chul Ho 2

1배재대학교
2목원대학교

Accredited

ABSTRACT

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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