| dc.description.abstract | E-commerce has developed for more than ten years. It brings a lot of conveniences and advantages but consumers have less chance to face the seller. Thus, it brings many transaction uncertainties and risks. According to a report by the Institute for Information Industry, while B2C E-commerce in Taiwan has reached NT$ 49.31 billion in 2005, it takes up only 1.2% of the total retail market. Likewise, B2C E-commerce in the U.S. takes up only 6% of the total retail market. A major reason is that consumers are not familiar with the e-vendor or worry about the risk of personal information exposure. Thus, “trust” plays a very important role in B2C E-commerce. Therefore, how to establish consumers’ trust and increase the intention to purchase on e-vendors are important issue in promoting online retailing.. This research identified three important factors, namely, third party seal, physical store image and disposition to trust, and investigated how their interaction affect consumer trust in B2C E-commerce. A lab experimentation was conducted to simulate an online e-bookstore scenario. The two manipulated variables are the display of the third party seal and the image of the physical store. Important research findings are:
1. Consumers who tend to have trust more to others would trust the e-vendor more is a third party seal is presented. But consumers who are low in disposition to trust would not increase their trust towards the e-vendor even though a third party seal is presented.
2. Consumers’ trust toward e-vendor negatively affects perceived risk.
3. Consumers’ perceived risk toward e-vendor negatively affects purchasing intention. | en_US |