ISSN 1671-3710
CN 11-4766/R

›› 2011, Vol. 19 ›› Issue (8): 1205-1213.

• 研究前沿 • Previous Articles     Next Articles

Trust in Online Shopping

GUAN Yi-Jie;TAO Hui-Jie;WANG Zhou-Lan;SONG Yan   

  1. (1 School of Psychology; 2 Institute of Cognitive Neuroscience and Leaming, Beijing Normal University, Beijing 100875, China)
  • Received:2010-12-14 Revised:1900-01-01 Online:2011-08-15 Published:2011-08-15
  • Contact: GUAN Yi-Jie

Abstract: Trust is the willingness of a party to be actions of another party based on the positive expectation. Trust in online shopping includes disposition to trust, institution-based trust, trusting beliefs (trust in e-vendor) and trusting intentions. Personal experiences, personality and cognition influence disposition to trust. Security construction of Internet and service of the third-party institution influence institution-based trust. Practice of the Web, e-vendor reputation and e-shop size influence trust belief. The future researches may focus on the conception of trust in online shopping, the development of trust, cultural effect in trust and regaining trust after negative events.

Key words: online shopping, trusting intention, disposition to trust, institution-based trust, trusting beliefs