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Electronic Commerce Research

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01.05.2012

An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM

verfasst von: Jin Baek Kim

Erschienen in: Electronic Commerce Research | Ausgabe 2/2012

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Abstract

To understand the first purchase mechanism in online shopping, this study established an integrated model of initial trust and TAM. According to the analysis results, initial trust beliefs were significantly influenced by initial trust bases such as company reputation, structural assurance, and trusting stance, and initial trust beliefs indirectly influenced the first purchase intention through consumer attitude. In TAM constructs, only perceived usefulness directly influenced the usage attitude of online shopping systems, then indirectly influenced the first purchase intention. These results imply that online consumers consider perceived ease of use as a basic requirement for system design. It was also found that there is a time cushion between the time of first purchase and the time of belief formation. On the whole, these results reinforced the theory that a relationship between belief (trust and perceived usefulness) and intention was better explained when it was mediated by attitude.

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Titel: An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM
verfasst von: Jin Baek Kim
Publikationsdatum: 01.05.2012
Verlag: Springer US
Erschienen in: Electronic Commerce Research / Ausgabe 2/2012
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI: https://doi.org/10.1007/s10660-012-9089-5

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