Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns

摘要

The relationships between three common trust considerations: vendor, Internet and third parties and attitudes towards online purchasing are examined by incorporating privacy and security concerns as a moderating variable. It is noted that relationships vary depending on the level of concerns of the consumer during the online purchase. "Fears" surrounding the Internet as a place to do business hinder the use of it for e-commerce purposes and the presence of a reputable agent helps mitigate this risk. In the context of business to consumer relationships trust in the vendor is important for the consumer to accept any risk associated with a transaction.