THE ROLE OF TRUST IN ONLINE SHOPPING MALLS: DIFFERENT TYPES OF TRUST AND HOW THEY AFFECT CONSUMER INTENTION

Authors

  • Yong Joon Kim Korea Advanced Institute of Science and Technology
  • Se Mi Han Korea Advanced Institute of Science and Technology
  • Euehun Lee Korea Advanced Institute of Science and Technology

DOI:

https://doi.org/10.7903/ijecs.1127

Keywords:

Trust, Mediating role, Online shopping mall

Abstract

This study investigates the mediating role of trust-to-mall and trust-to-transaction as these concepts pertain to consumers’ usage intentions of an online shopping mall. In addition, the theory of reasoned action (TRA) and technology acceptance model (TAM) is utilized to explain why perceived usefulness, enjoyment, perceived risk and subjective norm affect consumers’ intention to use using structural equation modelling (SEM).


To cite this document: Yong Joon Kim, Se Mi Han, and Euehun Lee, "The role of trust in online shopping malls: Different types of trust and how they affect consumer intention", International Journal of Electronic Commerce Studies, Vol.4, No.2, pp. 355-358, 2013.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1127

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Published

2014-05-15

Issue

Vol. 4 No. 2 (2013)

Section

Regular Articles