Volume 10, Number 1, June 2020
| The Influence of Trust Mechanism on Internet Transaction Intention |
Ching-Liou Tsai 1 , Yu-Ming Chung 2
Abstract
Comparing to the interests of theoretical literatures of internet transaction that focused on the attributions of internet, the sense of consumers had(has) been ignored when they facing the internet transaction, especially the trust problems when they facing the virtual environment. Trust in the transaction or exchange relationship has been studied in a variety of fields, but there are only a few empirical studies combined both trust and internet transaction. In this paper, our purpose is trying to test the effect of trust mechanism on transaction relationship, not only exits in the physical environment, but also a key factor in the situations of consuming situations on the Web. Therefore, understanding the trust mechanisms and transaction intention of the internet situations, would help the development of theory and practices. In this study, the surveyed method used Web questionnaire and e-mail and totally received 392 valid samples. We conducted CFA, and LISREL to test and analysis research hypothesizes. The findings indicate only the trust in the trust mechanisms has the direct and significant effect to the transaction intention. The other trust mechanisms (characters of trustee, trust intention, and familiarity) have direct and significant effects to trust of the providers, but not to the transaction intention in the Web. The theoretical implications include the perception of characters of trustee is an overall concept, and the trustworthy and trust intention are the major dimensions of trust, and so on. For managerial implications, we confirm that perceptions of Web information and behaviors are the most important antecedent for consumers’ trust, and it is the unique factor that the Web provider who can control.
Keywords: Trust, Tendency of Trust, Characters of Trustee, Transaction Intention
1 Department of Sport and Health Management, Da-Yeh University, Dacun, Changhua, Taiwan
2 Department of Applied Foreign Language, Takming University of Science and Technology, Taipei City, Taiwan
Corresponding Author, E-mail: cym@takming.edu.tw