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The Role of Trust in Online Shopping Malls: Different Types of Trust and How They Affect Consumer Intention
並列摘要
This study investigates the mediating role of trust-to-mall and trust-to-transaction as these concepts pertain to consumers' usage intentions of an online shopping mall. In addition, the theory of reasoned action (TRA) and technology acceptance model (TAM) is utilized to explain why perceived usefulness, enjoyment, perceived risk and subjective norm affect consumers' intention to use using structural equation modelling (SEM).
參考文獻
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Noteberg, A.,Christiaanse, E.,Wallage, P.(2003).Consumer trust in electronic channels: the impact of electronic commerce assurance on consumers' purchasing likelihood and risk perceptions.E-Service Journal.2(2),46-67.
Kim, D.J.,Ferrin, D.L.,Rao, H.R.(2008).A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents.Decision Support Systems.44(2),544-564.
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