| dc.description.abstract | In the past study, the focus of study does only focus on the relationship of trust and privacy, or only for certain specific factors. Still lack a comprehensive model to explain the composition of the trust factor online store. This study integrates literature to construct the overall structure of the online trust. Providing online store operators to understand the many antecedents, consumers used to determine whether the trusted online stores criteria. In addition, through consumer surveys, that trust, perceived risk and purchase intentions, the relationship among the three.
This study uses online questionnaire and surveys 368 users of online store, in which 351 are valid. Structural Equation Modeling（SEM）is applied to test the hypotheses of this study. The findings of this study are as follows.
1.Consumer perception to the online stores: professional competence, information systems security maintenance capability, information transparency, privacy protection, size, reputation, and third-party guarantee and recommended a significant positive effect on consumer trust in online stores. Among them, information system security maintenance capability has the greatest influence.
2.Consumers as the online store of information and technology skills necessary for the basic ability to only increase the convenience of online shopping, consumers are willing to spend more time to stay in the online store to find the necessary goods; and often excessive care just like the pressure, but constrained consumers will buy.
3.Consumer trust in online stores in addition to purchase intention will have a direct positive effect, but also an indirect effect through perceived risk of purchase intention; the other hand, consumer trust in online stores also on perceived risk produce negative effects, while the perceived risk on purchase intentions will be a direct negative effect.
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