An Empirical Study of Consumer's E-Commerce Initial Trust Antecedents

Provided by: AICIT
Topic: Developer
Format: PDF
Technology Acceptance Model (TAM) is a universal model to explain people's behavior in acceptance of new technology. B2C E-Commerce is outcome of information technology, and it brings a convenient shopping way for consumers. Meanwhile, online shopping puts consumers into a more complicated shopping environment. Research has shown that consumer's trust distinctly affects their acceptance of online shopping due to virtual environment. Moreover, consumer's perception of online shopping risk, convenience and usefulness distinctly affects consumer's trust as well as consumer's acceptance behavior of online shopping.

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