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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.
Keywords: e-Commerce; perceived ease of use; perceived usefulness; trust; perceived risk, purchase intention; e-vendor; Taiwan.
© Dauw Song Zhu , Zui Chih (Rick) Lee, Gwendolyn S. O'Neal Yen Hsun Chen, 2011
INTRODUCTION
In the e-commerce world, the development of information technology has a huge effect on the development of more user-friendly designs and securable payment methods for better service. An e-vendor sets up a website that gives information about its products and services, which actually differentiates its store image from others'. For example, online banking provides "transactional" services to assist customers' account assessments, buying products, conducting payment, and tracking service status (Sathye, 1999).
Customers also perceive higher risks when facing e-vendors' efforts for new channels (e.g., Facebook, Twitter, and blogs) to sustain shopping attraction. Thus, trust has a very important role in reducing perceived risks (Dixit and Datta, 2010). However, it is hard to analyze trust in overall online shopping environments or specific retailers because of their complexity.
We are convinced that lack of customer security and technology investment to create an effective and safe shopping area will conspire to make e-vendors "attractive" (Abdulwahed and Yaqoub, 2006). In the hyper-competitive online market for e-vendors, trust will be the decisive factor for the success or failure of e-businesses. E-vendors provide better service in which security and privacy specifically play as the determinate for customers' trust (Karake Shalhoub, 2002a...