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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  20 general trust in business and innovativeness. Beyond testing previous theories such as Planned Behavior, we specified the relationships among e-commerce related elements separately studied in various fields and the processes how consumers’ characteristics were directly and indirectly linked to online shopping. This specification can extend e-commerce theories and provide practical guides for the e-commerce community to promote consumers’ information searches and online purchasing. These findings, however, need to be interpreted with caution because the direction of causation in this cross-sectional survey research is hard to be disentangled. It is possible that online shopping experiences lead information search and trust in electronic commerce. Specifically, longitudinal studies could have an advantage in tapping into this phenomenon by figuring out causal directions. An additional suggestion for future research is to examine the relationships between online shopping and other shopping venues such as TV home shopping.

Authors: Keum, Heejo. and Cho, Jaeho.
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general trust in business and innovativeness. Beyond testing previous theories such as Planned
Behavior, we specified the relationships among e-commerce related elements separately studied
in various fields and the processes how consumers’ characteristics were directly and indirectly
linked to online shopping. This specification can extend e-commerce theories and provide
practical guides for the e-commerce community to promote consumers’ information searches
and online purchasing.
These findings, however, need to be interpreted with caution because the direction of
causation in this cross-sectional survey research is hard to be disentangled. It is possible that
online shopping experiences lead information search and trust in electronic commerce.
Specifically, longitudinal studies could have an advantage in tapping into this phenomenon by
figuring out causal directions. An additional suggestion for future research is to examine the
relationships between online shopping and other shopping venues such as TV home shopping.


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