MODELING TRUST TO STUDY CONSUMERS ACCEPTANCE OF ONLINE SHOPPING

VINEREAN Simona, The Bucharest University of Economic Studies

CETINA Iuliana, The Bucharest University of Economic Studies

DUMITRESCU Luigi, Lucian Blaga University of Sibiu

Abstract:
The Internet has unique characteristics that provide ever-changing opportunities for online companies. Due to this technology, nowadays consumers are always on the verge of accepting new online applications or using the web to substitute traditional activities, such as purchasing by switching to online shopping. This paper theoretically develops and empirically validates a research model that predicts consumer acceptance of e-commerce, by incorporating trust in the well-known technology acceptance model.

Keywords: online consumer behavior, perceived ease of use, perceived usefulness, technology acceptance, intention, trust, structural equation model.

JEL Classification: F15

Volume: 65, Issue: 2

Pages: 72 - 90

Publication date: , 2013

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/65207vinerean&al.pdf

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