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A Model of Consumer Behaviors in Electronic Commerce: Trust, Information Search, and Internet Shopping
Unformatted Document Text:  6 of the underlying characteristics and processes controlling the system. The degree to which a consumer understands the workings of the Internet medium is positively associated with trust in the electronic system (Lee & Turban, 2001). The more consumers understand how the Internet works, they are more likely to trust the control system (e.g. electronic credit card transactions) in electronic commerce (Tan & Thoen, 2001). Since learning-by doing is a significant process in knowledge acquisition, heavy Internet users are likely to understand the computer systems and trust electronic commerce (see Ratchford, Talukar, & Lee, 2001). Based on previous research, we suggest the following hypotheses examining the antecedents of trust in electronic commerce. H1-1. Trust in companies will be positively related to trust in electronic commerce. H2-1. Self-confidence in Internet skill will be positively related to trust in electronic commerce. H2-2. Time spent on the Internet will be positively related to trust in electronic commerce. Consumer’s Information Search on the Internet Since the Internet is recognized as a significant medium for consumer information seeking, marketers and scholars have undergone numerous efforts to understand the search behaviors. The Theory of Planned Behavior provides an adequate framework for examining consumers’ use of the Internet to search for information (Shim, Eastlick, Lotz, & Warrington, 2001).

Authors: Keum, Heejo. and Cho, Jaeho.
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6
of the underlying characteristics and processes controlling the system. The degree to which a
consumer understands the workings of the Internet medium is positively associated with trust in
the electronic system (Lee & Turban, 2001). The more consumers understand how the Internet
works, they are more likely to trust the control system (e.g. electronic credit card transactions)
in electronic commerce (Tan & Thoen, 2001). Since learning-by doing is a significant process
in knowledge acquisition, heavy Internet users are likely to understand the computer systems
and trust electronic commerce (see Ratchford, Talukar, & Lee, 2001).
Based on previous research, we suggest the following hypotheses examining the
antecedents of trust in electronic commerce.
H1-1. Trust in companies will be positively related to trust in electronic commerce.
H2-1. Self-confidence in Internet skill will be positively related to trust in electronic
commerce.
H2-2. Time spent on the Internet will be positively related to trust in electronic
commerce.
Consumer’s Information Search on the Internet
Since the Internet is recognized as a significant medium for consumer information
seeking, marketers and scholars have undergone numerous efforts to understand the search
behaviors. The Theory of Planned Behavior provides an adequate framework for examining
consumers’ use of the Internet to search for information (Shim, Eastlick, Lotz, & Warrington,
2001).


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