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Research Article Open Access

Mr. Risk! Please Trust Me: Website Acceptance of E-vendor Website in Taiwan

Abstract

With the rapid growth of e-commerce, the B2C of e-commerce has been a significant issue. The purpose of this study aims to predict consumers’ purchase intentions by integrating trust and perceived risk into the model to empirically examine the impact of key variables. With 705 samples obtained from users with purchase experience from evendor of Yahoo! Kimo, this study applied the Structural Equation Model to examine consumers’ online shopping based on the Technology Acceptance Model (TAM). The results indicate that perceived ease of use (PEOU), perceived usefulness (PU), trust, and perceived risk significantly impact purchase intentions both directly and indirectly. Moreover, trust significantly reduced online consumer perceived risk during online shopping. This study provides evidence of the relationship between consumers’ purchase intention, perceived trust and perceived risk to websites of specific e-vendors. Such knowledge may help to inform promotion, designing, and advertising website strategies employed by practitioners.

Dauw Song Zhu, Zui Chih Lee, Gwendolyn S. O’Neal

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