An extension of trust and privacy in the initial adoption of online shopping: An empirical study

While on-line shopping is considered as a special type of e-service, the adoption rate of this service in Taiwan has been paid attention recently. The initial adoption of on-line shopping is the important driving force to further influence the use and continued use of this service. The model of Trust and technology acceptance model (TAM) in Gefen et al. has been well studied in on-line shopping and showed that understanding both the Internet technology and trust issue is important in determining behavioral intention to use. The model of Trust and Privacy in Chiu et al. has been well discussed the consumer repurchase intention in on-lion shopping. An extension of Trust and Privacy would be in more comprehensive manner to understand behavioral intention to use on-line shopping. The finding also reveals that privacy effects on trust. Based on the results of this study, practical implications for online shopping and theoretical implications are recommended. Furthermore, a large sample survey is used to empirically examine this framework.