An empirical study of affective trust and calculative trust

What is it about?

Online shopping will be expected to defeat offline shopping mall as shown by Amazon distribution revolution today. We focus on the customer's behavior in internet shopping mall using Korean dataset. This paper decompses online trust into subjective trust (ie affective trust) and objective trust (ie calcualtive trust) in domestic internet shopping mall in South Korea. We collect the data from Korean customers in internet shopping mall, using question sheet. and implement the factor analysis and multivariate regression analysis. We find that subjective trust is more significantly powerful than objective trust in purchasing behaviior in online shopping mall.

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Why is it important?

In recent times, neuro science starts pioneering voyage to human being's consciousness and unconsciousness. Formerly, human beings are controlled by reason. The finding of neurosicence is that human being decide first using emotion and justifies using reason. Main findings of our research is as follows: First, Main findings of our research shows that affective trust is more powerful than calculative trust. This findin is congenial to theory of neuro-marketing literature and neuro-scinece. Second, our research extends offline results to online world. Third, we decompose online trust into affective trust and calculative trust.

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