| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 100 === As the ubiquitous connectivity of Internet, online shopping has become one of the most important business activities and consumers’ life style. Trust has been viewed as a reducer of social uncertainty and risks in the commercial relationships. Due to the characteristics of internet, trust plays a critical role during the online shopping process even more than brick-and-mortar fields. This study focuses on trust in the online vendors and explores the impact trust has on the consumer online shopping intention by applying the technology acceptance model (TAM). It further tests the moderating effect that product involvement has on the relationship between trust and consumer attitude and intention. A quantitative methodology is employed with descriptive analysis, confirmatory factor analysis (CFA) and multiple regression method. 370 questionnaires are distributed and 254 effective responses. The results shows that perceived usefulness is the primary antecedent of consumer attitude towards using the online shopping which fully mediates the effect trust has on consumer intention. Product involvement, out of the expectation, does not act as a moderator for trust and online shopping intention. Theoretical and managerial implications and future research suggestions of this study are also presented.
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