The Mediating Role of Trust in the Relationship between Online Shopping Experience and Consumer's Shopping Values

摘要

A structural equation model is proposed and examined through a survey research. Data were collected from a survey of 121 subjects. The PLS (Partial Least Square) method was applied to estimate the research models. One model included the trust variable as a mediator and the other excluded it. The comparison of R2 verified that the first model had a better fit.The results of the study show the level of experience has a significant impact on both utilitarian and hedonic shopping values in the case of the model without the mediator. However, experience has an insignificant or a partially significant effect on utilitarian and hedonic shopping values when trust mediates experience and shopping values. This study verifies a mediating role of trust in the relationship between experience and shopping values. Finally, the implications and limitations are further discussed.