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Analysis of Trust in the E-Commerce Adoption
Kauai, Hawaii January 04-January 07
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/HICSS.2006.61Proceedings of the 39th Annual Hawaii ...
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Hyoung Yong Lee, Korea Advanced Institute of Science and Technology
Hyunchul Ahn, Korea Advanced Institute of Science and Technology
Ingoo Han, Korea Advanced Institute of Science and Technology
Understanding user acceptance of the Internet, especially the usage intention of virtual communities, is important in explaining the fact that virtual communities have been growing at an exponential rate in recent years. This paper studies the trust of virtual communities to better understand and manage the activities of E-commerce. A theoretical model proposed in this paper is to clarify the factors as they are related to the Technology Acceptance Model. In particular the relationship between trust and Intentions is hypothesized. Using the Technology Acceptance Model, this research showed that the importance of trust in virtual communities. According to the research, different ways of stimulating the members are necessary in order to facilitate participation in activities of virtual communities. The effect of trust in members on intention to use is stronger than that of trust in service providers. The intention to purchase is more sensitive to trust in service providers than trust in members.
Citation:
Hyoung Yong Lee, Hyunchul Ahn, Ingoo Han, "Analysis of Trust in the E-Commerce Adoption," hicss, vol. 6, pp.113c, Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06) Track 6, 2006
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