The Effects of Online Shopping Familiarity and Internet Self-Efficacy on the Formation of Trust Toward Online Shopping

Insufficient trust is one of the reasons suggested that individuals hesitate to purchase via Internet. This study integrates the literature on familiarity and self efficacy to determine their joint impact upon individual trust toward shopping online. Based on social cognition theory, we advance a new nomological structure that positions online shopping anxiety as a proximal mediating construct between online shopping familiarity, Internet self-efficacy, and the dependent constructs of trust toward shopping online. This research finds empirically that Internet self-efficacy and online shopping familiarity contribute to online shopping anxiety; online shopping anxiety fully mediates the relationship between the general constructs and trust toward online shopping; and online shopping familiarity contribute to trust toward online shopping.