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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  17 confidence in computer systems by using Internet are strong predictors of trust in electronic commerce. Consumers’ Information Searched on the Internet First, trust in electronic commerce significantly increased consumers’ information search on the Internet ( = .06, p < .001). Respondents who trust electronic commerce actively engaged in seeking information on the Internet. Hypothesis 3-1 was supported. Internet related resources-skill and time spent-were directly and indirectly related to information search activities. Self-perception of Internet skill showed significantly positive both direct and indirect effects on information search (direct effect: = .14, p < .001, indirect effect: = .01, p < .001). Time spent on the Internet also has significant direct and indirect effects on information search without indirect effects (direct effect: = .31, p < .001; indirect effect: = .01, p < .05). These indirect effects indicate the mediating role of trust in electronic commerce. Given the results, hypotheses 4-1 and 4-2 were supported. In terms of consumer orientations, we found a significant positive effect of innovativeness ( = .12, p < .001) and a significant negative effect of impulsiveness on information search as we expected ( = -.08, p < .001). Hypotheses 5-1 and 5-2 were supported. A model of Internet Shopping Parallel to predicting a consumer’s online information searches, online purchasing has been hypothesized as a combined function of trust, Internet skills and dispositional shopping orientations.

Authors: Keum, Heejo. and Cho, Jaeho.
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17
confidence in computer systems by using Internet are strong predictors of trust in electronic
commerce.
Consumers’ Information Searched on the Internet
First, trust in electronic commerce significantly increased consumers’ information
search on the Internet ( = .06, p < .001). Respondents who trust electronic commerce actively
engaged in seeking information on the Internet. Hypothesis 3-1 was supported.
Internet related resources-skill and time spent-were directly and indirectly related to
information search activities. Self-perception of Internet skill showed significantly positive
both direct and indirect effects on information search (direct effect:
= .14, p < .001, indirect
effect: = .01, p < .001). Time spent on the Internet also has significant direct and indirect
effects on information search without indirect effects (direct effect: = .31, p < .001; indirect
effect: = .01, p < .05). These indirect effects indicate the mediating role of trust in electronic
commerce. Given the results, hypotheses 4-1 and 4-2 were supported.
In terms of consumer orientations, we found a significant positive effect of
innovativeness ( = .12, p < .001) and a significant negative effect of impulsiveness on
information search as we expected ( = -.08, p < .001). Hypotheses 5-1 and 5-2 were supported.
A model of Internet Shopping
Parallel to predicting a consumer’s online information searches, online purchasing has
been hypothesized as a combined function of trust, Internet skills and dispositional shopping
orientations.


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