Loading...
Please wait, while we are loading the content...
Similar Documents
Mr . Risk ! Please Trust Me : Trust Antecedents that Increase Online Consumer Purchase Intention
| Content Provider | Semantic Scholar |
|---|---|
| Author | Zhu, Dauw Song |
| Copyright Year | 2012 |
| Abstract | With the rapid growth of e-commerce, the B2C of e-commerce has been a significant issue. The purpose of this study aims to predict consumers’ purchase intentions by integrating trust and perceived risk into the model to empirically examine the impact of key variables. 705 samples were obtained from online users purchasing from e-vendor of Yahoo! Kimo. This study applied the Structural Equation Model to examine consumers’ online shopping based on the Technology Acceptance Model (TAM). The results indicate that perceived ease of use (PEOU), perceived usefulness (PU), trust, and perceived risk significantly impact purchase intentions both directly and indirectly. Moreover, trust significantly reduced online consumer perceived risk during online shopping. This study provides evidence of the relationship between consumers’ purchase intention, perceived trust and perceived risk to websites of specific e-vendors. Such knowledge may help to inform promotion, designing, and advertising website strategies employed by practitioners. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.arraydev.com/commerce/jibc/2011-12/Zhu_acceptedv02.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
