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The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea

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  • Kim, Myung-Ja
  • Chung, Namho
  • Lee, Choong-Ki

Abstract

According to the OECD's 2008 statistics (Seoul Finance Internet News, 2009), Korea was ranked number one in terms of the percentage of homes with Internet access, at 80.6% of the total population. The survey also reported that two-thirds of Koreans with access to the Internet at home are online shoppers. Many tourism companies now actively use Internet sites as a key marketing and sales vehicle for their products and services. To be successful, tourism e-commerce services must be trustworthy.

Suggested Citation

  • Kim, Myung-Ja & Chung, Namho & Lee, Choong-Ki, 2011. "The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea," Tourism Management, Elsevier, vol. 32(2), pages 256-265.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:2:p:256-265
    DOI: 10.1016/j.tourman.2010.01.011
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