Abstract

The Causal Relationship among Contents, Common Value, Trust and Commitment in Anti-Site of Firm

Kim, Hoon(Associate Professor, Dept. of Business Administration. Semyung University)

Kim, Chul(Lecturer, School of Business, Korea University)

Koh, In-kkon(Concurrent Professor, Dept, of Business Administration, Kangnam University)

This study addresses a process how consumers formulate trust, what trust dimensions they utilize and what factors affect them to build and solidarize an anti-website against an organization and its brand. To understand this is more important than ever since anti-movement is one of the leading trends online as a community activity presently and further understanding on its current flow is more sophisticated.

This study allows the organization to appreciate how consumers construct dissatisfaction and what elements lead their dissatisfaction, by presenting a process of consumers¡¯ establishing trust towards the anti-website they participate in. By extracting solutions that can help the organization to protect its legal rights and to prevent consumers¡¯ unpleasant activities in the view of the organization, we even recommend applicable lawful alternatives to defense the organization against consumers¡¯ negative activities. In this study, we consideration of the existing preceding research of regarding to the trust of the off-line and trust of the online anti-site. With the blueprint of this study, we collected data by conducting surveys of the anti-site users. With the statistic result, the components that anti-site influences the consumer's trust are the contents and the common value that the consumers sense. That is, regrading to the truthfulness, usefulness and the accuracy of the online contents, the consumers intend to build up trust. In addition, agreement of the opinion and understanding and feeling of the anti-site user, allows the consumers to feel the shared value followed by the behavior of trusting the anti-sites. Furthermore, with the continuous participation of the anti-site, consumers realize that the trust towards the anti-sites are certain.

Key words : online community, anti-site, online trust, online, commitment, revisit intention