One of the most important reasons why many web users do not shop online is the lack of trust in e-vendors. This research proposes a model to examine how new consumers develop their initial trust in a B2C e-vendor after their first experience with the e-vendor's website. The model is empirically tested using an online questionnaire survey. The research results indicate that new consumers' perceived e-vendor reputation and perceived privacy protection and safety assurance significantly positively affect their initial trusting belief in the e-vendor. Disposition to trust, perceived usefulness and ease of use of the e-vendor's website are also significant antecedents of initial trust, which further extraordinarily significantly positively affect consumers' online shopping intention. © 2011 Springer-Verlag.
CITATION STYLE
Huang, S. L. X. (2011). Advanced Research on Computer Education, Simulation and Modeling. #Książka (Vol. 175, p. 480). Retrieved from http://link.springer.com/content/pdf/10.1007/978-3-642-21783-8.pdf%5Cnhttp://link.springer.com/10.1007/978-3-642-21783-8
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