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An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM

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Abstract

To understand the first purchase mechanism in online shopping, this study established an integrated model of initial trust and TAM. According to the analysis results, initial trust beliefs were significantly influenced by initial trust bases such as company reputation, structural assurance, and trusting stance, and initial trust beliefs indirectly influenced the first purchase intention through consumer attitude. In TAM constructs, only perceived usefulness directly influenced the usage attitude of online shopping systems, then indirectly influenced the first purchase intention. These results imply that online consumers consider perceived ease of use as a basic requirement for system design. It was also found that there is a time cushion between the time of first purchase and the time of belief formation. On the whole, these results reinforced the theory that a relationship between belief (trust and perceived usefulness) and intention was better explained when it was mediated by attitude.

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Authors and Affiliations

  1. College of Business Administration, Tongmyong University, 428 Sinseonno, Nam-Gu, Busan, 608-711, Republic of Korea

    Jin Baek Kim

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Appendix: Measures for constructs

Appendix: Measures for constructs

Directions: This survey deals with your opinions toward online sellers and their selling systems when you first visit their online stores. Please check the extent to which you think online sellers and their selling systems possess the features described by each statement. (Scale format: 1=strongly disagree,7=strongly agree).

Construct

Measure

Reference

Company Reputation

CR_1

It is expected that online sellers are well known

Brown et al. [8], Kim et al. [41], Koufaris and Hampton-Sosa [43]

CR_2

It is expected that online sellers have good reputations

CR_3

It is expected that online sellers have reputations for being honest

CR_4

It is expected that online sellers are known to be concerned about customers

CR_5

It is expected that online sellers offer good services

Structural Assurance

SA_1

It is expected that online sellers guarantee compensation for monetary losses that might occur during purchasing

Kim et al. [41]

SA_2

It is expected that online sellers guarantee the protection of customers’ personal information

SA_3

It is expected that online sellers publish a policy on the protection of purchasing data

SA_4

It is expected that online sellers publish a policy on customer protection from accidents

Trusting Stance

TS_1

I am not cautious in using new online sellers to purchase products and services

Brown et al. [8], Chen and Barnes [12], Kim et al. [41]

TS_2

I tend to trust online sellers, even though I have little knowledge of them

TS_3

I feel that trusting online sellers is not difficult

TS_4

I don’t avoid using new online sellers to purchase products and services

TS_5

If possible, I don’t avoid using new technologies to purchase products and services

Initial Trust Beliefs

IT_1

I believe that online sellers provide reliable purchasing services

Kim et al. [41], Wu and Chen [97]

IT_2

I believe that online sellers provide safe purchasing services

IT_3

I believe that online sellers are predictable about their services

IT_4

I believe that online sellers provide detailed information about the purchase process

PU of Online Shopping Systems

PU_1

Online shopping systems are useful for searching for products and services

Lee [48], Shih [82]

PU_2

Online shopping systems can be more profitable than other purchasing methods

PU_3

Online shopping systems enable me to purchase more quickly

PEOU of Online Shopping Systems

PE_1

Interaction with an online shopping system is clear and understandable

Hassanein and Head [33], Lee [48]

PE_2

An online shopping system is easy to use

PE_3

Interaction with an online shopping system does not require a lot of mental effort

Usage Attitude of Online Shopping Systemsa

UA_1

I don’t like the idea of using an online shopping system to purchase products and services

Lee [48], Yu et al. [98]

UA_2

Using an online shopping system to purchase products and services isn’t a pleasant experience

UA_3

Using an online shopping system to purchase products and services isn’t interesting

Initial Trust Attitude toward e-Vendorsa

TA_1

Recommendation of purchasing products and services from online sellers will not have favorable consequences

Hassanein and Head [33], Li et al. [56]

TA_2

I don’t have positive feelings towards purchasing products and services from online sellers

TA_3

It would not be a good idea to buy products and services from online sellers

First Purchase Intentiona

PI_1

I don’t believe it is worthwhile to purchase products and services online

Liaw and Huang [57], Wu and Chen [97]

PI_2

I don’t intend to use online transaction to purchase products and services in the future

PI_3

I want to avoid using online transaction as much as possible

  1. aReverse coding

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Kim, J.B. An empirical study on consumer first purchase intention in online shopping: integrating initial trust and TAM. Electron Commer Res 12, 125–150 (2012). https://doi.org/10.1007/s10660-012-9089-5

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