A Study of Consumers´ Trust in Online Shopping between Pick-up Goods Behavior in the Convenience Stores

With the adoption of Internet, online shopping has provided a convenience way to purchase goods or services from anywhere at any time in recent years globally. Especially, convenience stores are available for consumers to pick up goods ordered from Internet shops in Taiwan. Therefore, convenience stores have become an important success factor for increasing a lot of profit in online shopping in Taiwan. Past researches have indicated that consumers dare not or are not willing to purchase goods in online shopping. The reasons include the problem of security and the lack of consumers´ trust. Thus, these problems constitute a key barrier to the use of online shopping as well as long-term commitment to the relationship building. Therefore, there is a need to build up consumers´ trust in order to overcome the influential factor in online shopping. In this paper, we use statistic analysis method by questionnaires to discuss the characteristics of pick-up goods in the convenience stores and illustrate the relationship among consumers´ trust in online shopping and pick-up goods behavior in convenience stores. In our experiment, questionnaire items are measured by Likert scale. In 227 valid questionnaires, 90% participants deeply believe that pick-up goods in the convenience stores can promote consumers´ trust in online shopping.