search query: @author Lee, M.K.O. / total: 1
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| Author: | Lee, M.K.O. Turban, E. |
| Title: | A trust model for consumer Internet shopping |
| Journal: | International Journal of Electronic Commerce
2001 : FALL, VOL. 6:1, p. 75-91 |
| Index terms: | Electronic commerce Internet Shopping Consumer behaviour Models |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | E-commerce success, especially in the business-to-consumer area, is determined in part by whether consumers trust sellers and products they cannot see or touch, and electronic systems with which they have no previous experience. This paper describes a theoretical model for investigating the four main antecedent influences on consumer trust in Internet shopping, a major form of business-to-consumer e-commerce: trustworthiness of the Internet merchant, trustworthiness of the Internet as a shopping medium, infrastructural / contextual factors (e.g. security), and other factors (e.g. company size, demographic variables). The antecedent variables are moderated by the individual consumer's degree of trust propensity. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. The findings indicate that merchant integrity is a major positive determinant of consumer trust in Internet shopping, and that its effect is moderated by the individual consumer's trust propensity. |
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