Does Trust Really Matter in Electronic Shopping? A Comparison Study of Korean, Taiwanese, and UK Consumers

초록

Electronic shopping has become an ever-increasing phenomenon in the online business world. A conceptual challenge in exploring the role of trust in e-commerce is translating an inherently individual level concept, particularly in a repurchasing context, but a complete understanding of consumer trust, attitudes and repurchasing intentions is still limited. Previous studies reveal that numerous consumers do not trust most firms, which deal with electronic business. Using a cross-cultural approach, this study empirically examines the impact of levels of consumer trust on repurchasing intentions through the mediating variable, internet usage behavior. Based on responses from three countries (South Korea, Taiwan and UK), the results show that consumers have different levels of trust on repurchasing intentions, indicating that there are different relationships between trust, repurchase intent, and internet usage behavior. Managerial implications and future research directions are also discussed.

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