The Role of Trust in Online Shopping Malls: Different Types of Trust and How They Affect Consumer Intention

Yong-Joon Kim ； Se-Mi Han ； Eue-Hun Lee

《International Journal of Electronic Commerce Studies》 4卷2期 (2013/12) Pp. 355-358

https://doi.org/10.7903/ijecs.1127

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).

並列關鍵字

Trust ； Mediating Role ； Online Shopping Mall

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