CAJ | 학술논문

信任是委托方基于积极期望自愿接受受托方行为的意向。网络购物中的信任可分为信任倾向、制度信任、信任信念（商家信任）和信任意向。个体经验、个性倾向和认知影响信任倾向；网络安全机制建设和独立的第三方服务影响制度信任；网站使用体验、商家信誉和商家规模影响信任信念；信任倾向、制度信任、信任信念三者共同作用于信任意向，进而影响信任行为。未来的研究应关注网络购物信任随时间的变化规律，文化对网络购物信任的影响，消极事件后信任重建等问题。
신임시위탁방기우적겁기망자원접수수탁방행위적의향。망락구물중적신임가분위신임경향、제도신임、신임신념（상가신임）화신임의향。개체경험、개성경향화인지영향신임경향；망락안전궤제건설화독립적제삼방복무영향제도신임；망참사용체험、상가신예화상가규모영향신임신념；신임경향、제도신임、신임신념삼자공동작용우신임의향，진이영향신임행위。미래적연구응관주망락구물신임수시간적변화규률，문화대망락구물신임적영향，소겁사건후신임중건등문제。
Trust is the willingness of a party to be actions of another party based on the positive expectation. Trust in online shopping includes disposition to trust, institution-based trust, trusting beliefs （trust in e-vendor） and trusting intentions. Personal experiences, personality and cognition influence disposition to trust. Security construction of Intemet and service of the third-party institution influence institution-based trust. Practice of the Web, e-vendor reputation and e-shop size influence trust belief. The future researches may focus on the conception of trust in online shopping, the development of trust, cultural effect in trust and regaining trust after negative events.