Date of Award

2-2006

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Degree Program

Global Leadership - with a specialization in Corporate and Organizational Management

Department

College of Business and Management

First Advisor

Jeanette Francis

Second Advisor

John Cipolla

Third Advisor

Rhonda Polak

Abstract

According to Internet's rapid development, electronic commerce becomes a new way for businesses to market products online. Many people like shopping online because of the convenience. However, when consumers shop online, some concerns emerge, such as worries of how personal data will be used, how secure the online site is, and whether or not the Website should be trusted. The topic was explored in this dissertation was the identification of the factors that affect online consumer trust among Taiwanese Internet shoppers. This is a practical concern occurring on the Internet worldwide. Therefore, how to increase confidence and trust is imperative to online shoppers and sellers.

This dissertation found that perceived online security, perceived online privacy, Internet experience, and third-party assurance seal are positively associated with online consumer trust, and perceived risk is negatively associated with online consumer trust. In addition, there is no difference between Taiwanese male and female online shoppers on the issue of online consumer trust, nor is there a difference between Taiwanese single and married online consumers on the issue of online consumer trust.

The researcher recommends future studies should utilize a probability sampling method, focus on experimental research design to measure the difference among this study and this proposed study, and adopt a qualitative research design by interviewing participants and eliciting their opinions about online consumer trust.

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