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Discussion
In this paper, we tested a theory-guided model of trust in electronic commerce,
information search on the Internet, and online shopping. Almost all paths proposed in the
model were statistically significant in the hypothesized directions. In predicting trust in
electronic commerce, trust in business/companies, self-confidence in Internet skill, and time
spent on the Internet found key factors. All of these three exogenous variables also, in
conjunction with trust in electronic commerce and consumers’ innovative orientation, displayed
positive relationships with information search both on the Internet and on online shopping. E-
commerce trust and information search played mediating roles between consumers’ Internet
related resources or consumption orientations and online shopping.
Only one hypothesized path, from impulsiveness to online shopping, showed marginally
significant relationships providing partial support for the hypothesis indicating that path.
Koufaris & LaBarbera (2001) provide useful insights into non-significant relationships between
impulsiveness and online shopping. They suggest that “Internet medium does not provide the
full experience of walking through a store surrounded by carefully chose displays, listening to
mood-enhancing music, seeing all products, trying the products out, and seeing other customers
(p.117). Because of the limited experience of buying on-line, impulsiveness may not much
drive Internet shopping.
Building on literature in marketing, technology, communication, and psychology, this
study provides a comprehensive theoretical framework for e-commerce studies. It seams
reasonable to conclude that important factors predicting online consumer behaviors are trust in
e-commerce, Internet-related resources, and consumers’ dispositional orientations such as
Convention