Common Causes of Trust, Satisfaction and TAM in Online Shopping: An Integrated Model

Abstract

Trust and satisfaction are two stepping stones for success in online business. However, the relationship between these two important concepts is still clouded in confusion. This study proposes that trust and satisfaction share common factors. Trust and satisfaction are studied using an integrated model with technology acceptance model (TAM). The ways in which information quality, systems quality and service quality affecting online customer's intention are also explained in this framework. We gathered data using an email survey questionnaire and hand in survey questionnaire. Most of the respondents were students from Vietnam and Taiwan. We tested our proposed framework using a book-ordering scenario. The result shows that trust and satisfaction significantly affect online shopping behavior. e-service quality is a common factor affecting both trust and satisfaction. The most important dimension of e-service quality is information quality.

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