Knowledge and Trust in E-consumers' Online Shopping Behavior

Jui‐Chin Jiang · Chun-An Chen · Chih‐Chien Wang

44 citations0/0 files storedInternational Symposium on Electronic Commerce and Security

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Privacy, Security, and Data Protection

Abstract

Consumer trust is a critical enabler to the success of online retailing and knowledge is one important factor influencing the level of trust. However, there is no consensus on the relationship between knowledge and trust. Some studies argued a negative relationship between knowledge and trust while the others argued positive. This study discussed the relationship between knowledge, trust in online shopping, and the intention to go shopping online. The results revealed that knowledge is positively associated with trust and online shopping activities. In other words, people who know more about online shopping will trust and go shopping more online. Online retailing practice should make the public knowledgeable about online transaction security mechanisms to build userspsila trust in online shopping.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1995An Integrative Model Of Organizational Trust 2003Trust and TAM in Online Shopping: An Integrated Model1 1993Factors Affecting Trust in Market Research Relationships 2005A survey of trust and reputation systems for online service provision 1979Trust and Power 2000Consumer trust in an Internet store 1999Building consumer trust online

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