Factors Influencing the Consumers' Willingness to Buy in E-Commerce

This paper focuses on the factors that influence the consumers' willingness to buy from an e-commerce vendor. We develop 4 structural equation models (SEM) integrated these factors to test our hypotheses. The result shows that perceived reputation, perceived risk and ease of use are positively associated with the level of consumers' willingness to buy, however, perceived size, perceived system assurance, and perceived privacy information protection are insignificantly related with the level of consumers' willingness to buy. In addition, perceived system assurance modulates the relationship between ease of use and willingness to buy.

[1]  Thompson S. H. Teo,et al.  Consumer trust in e-commerce in the United States, Singapore and China , 2007 .

[2]  Grace J. Johnson,et al.  A Trust Based Model of Buying Behavior in Electronic Retailing , 1998 .

[3]  C. Walter.  A little privacy, please. Computer scientist latanya sweeney helps to save confidentiality with "anonymizing" programs, "deidentifiers" and other clever algorithms. Whether they are enough, however, is another question. , 2007, Scientific American.

[4]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[5]  David Gefen,et al.  Reflections on the dimensions of trust and trustworthiness among online consumers , 2002, Data Base.

[6]  S. Chaiken,et al.  Attitude structure and function. , 1998 .

[7]  Colin Camerer,et al.  Not So Different After All: A Cross-Discipline View Of Trust , 1998 .

[8]  Matthew K. O. Lee,et al.  Trust in Internet Shopping: Instrument Development and Validation through Classical and Modern Approaches , 2001, J. Glob. Inf. Manag..

[9]  D. Gefen,et al.  Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services , 2004 .

[10]  Charles E. Naquin,et al.  Online bargaining and interpersonal trust. , 2003, The Journal of applied psychology.

[11]  Judy Drennan,et al.  Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users , 2006, J. Organ. End User Comput..

[12]  M.H.P. Kleijnen,et al.  Customer adoption of e‐service: an experimental study , 2001 .

[13]  Sirkka L. Jarvenpaa,et al.  Consumer Trust in an Internet Store: A Cross-Cultural Validation , 2006, J. Comput. Mediat. Commun..

[14]  I. Ajzen.  Attitude structure and behavior. , 1989 .

[15]  Susan M. Houghton,et al.  No Safety in Numbers , 2000 .

[16]  D. Gefen,et al.  E-commerce: the role of familiarity and trust , 2000 .

[17]  Thompson S. H. Teo,et al.  A model for Web adoption , 2004, Inf. Manag..

[18]  Hung-Pin Shih,et al.  An empirical study on predicting user acceptance of e-shopping on the Web , 2004, Inf. Manag..

[19]  J. H. Davis,et al.  An Integrative Model Of Organizational Trust , 1995 .

[20]  Felix B. Tan,et al.  Online Consumer Trust: A Multi-Dimensional Model , 2004, J. Electron. Commer. Organ..

[21]  Joseph P. Cannon,et al.  An Examination of the Nature of Trust in Buyer–Seller Relationships: , 1997 .

[22]  D. F. Blankertz,et al.  Risk taking and information handling in consumer behavior , 1969 .

[23]  Abbie Griffin,et al.  The Voice of the Customer , 1993 .

[24]  G Cowley.  Looking beyond Viagra. The 30 million American men with impotence problems may soon have two oral treatments to choose from. How do they compare? , 2000, Newsweek.

[25]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[26]  Sirkka L. Jarvenpaa,et al.  Consumer trust in an Internet store , 2000, Inf. Technol. Manag..

[27]  W. H. Rodgers.  Consumer behavior as risk taking; a new model and new hypotheses. , 1969 .

[28]  Charles D. Barrett.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[29]  Christy M. K. Cheung,et al.  Trust in Internet Shopping: A Proposed Model and Measurement Instrument , 2000 .

[30]  Marya Ostrowski.  A little privacy, please , 2002 .

[31]  N. L. Chervany,et al.  Initial Trust Formation in New Organizational Relationships , 1998 .

[32]  Charles J. Kacmar,et al.  Trust in e-commerce vendors: a two-stage model , 2000, ICIS.

[33]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[34]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .

[35]  Joobin Choobineh,et al.  Trust in electronic commerce: definition and theoretical considerations , 1998, Proceedings of the Thirty-First Hawaii International Conference on System Sciences.