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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  4 they have contributed to establish e-commerce theories, their studies are too narrowly focused to provide a comprehensive overall picture of consumer behaviors in the context of electronic commerce. To address these limitations, this study attempts to put together the findings of e- commerce research into a picture and develop a theoretical model for online shopping, integrating arguments from the fields of marketing, technology, communication, and psychology. With the path modeling technique, we specify the relationships among major variables-trust in electronic commerce and consumers’ information search on the Internet- predicting online shopping and consider the direct and indirect effects. We account for the contribution of consumers’ shopping orientation variables as well as their Internet related characteristics. To examine these issues, we use the 2000 DDB Lifestyle Study – a national survey of about 3,100 adults. Findings from this empirical research could extend e-commerce theories, and provide practical guides for the e-commerce community to promote online shopping. Trust in the Context of Electronic Commerce E-commerce scholars argue that consumers’ lack of trust is one of the most important reasons why they would not shop on the Internet (Castelfranchi & Tan, 2002; Hoffman, Novak, & Peralta, 1999; McKnight & Chervany, 2002; Tan & Thoen, 2001). Privacy concern has been a barrier to various forms of commercial engagement in the Internet, in contrast to traditional shopping venues. The concept of trust has many different definitions in several disciplines. Based on the definitions of general trust such as interpersonal trust, researchers provide plentiful

Authors: Keum, Heejo. and Cho, Jaeho.
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they have contributed to establish e-commerce theories, their studies are too narrowly focused
to provide a comprehensive overall picture of consumer behaviors in the context of electronic
commerce.
To address these limitations, this study attempts to put together the findings of e-
commerce research into a picture and develop a theoretical model for online shopping,
integrating arguments from the fields of marketing, technology, communication, and
psychology. With the path modeling technique, we specify the relationships among major
variables-trust in electronic commerce and consumers’ information search on the Internet-
predicting online shopping and consider the direct and indirect effects. We account for the
contribution of consumers’ shopping orientation variables as well as their Internet related
characteristics. To examine these issues, we use the 2000 DDB Lifestyle Study – a national
survey of about 3,100 adults. Findings from this empirical research could extend e-commerce
theories, and provide practical guides for the e-commerce community to promote online
shopping.
Trust in the Context of Electronic Commerce
E-commerce scholars argue that consumers’ lack of trust is one of the most important
reasons why they would not shop on the Internet (Castelfranchi & Tan, 2002; Hoffman, Novak,
& Peralta, 1999; McKnight & Chervany, 2002; Tan & Thoen, 2001). Privacy concern has been
a barrier to various forms of commercial engagement in the Internet, in contrast to traditional
shopping venues.
The concept of trust has many different definitions in several disciplines. Based on the
definitions of general trust such as interpersonal trust, researchers provide plentiful


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