Factors that affect consumer trust in online shopping in Taiwan

The purpose of this paper was to examine the critical factors that affect consumer trust in online shopping environment in Taiwan. Based on the implications derived from the previous literature review, the factors affecting online trust are presented, which provide a basis for the further development model of trust in this study. The study suggests that if there are more perceived trust in online shopping environment and if shoppers felt that online shopping gave them enough comfortable and security about the service and products , the number of online shoppers would be higher. Thus, the objective of this research is to test which factors have an effect on consumers’ trust and on their subsequent intention to purchase online. The purpose of this study is hopefully to help website managers to enhance their website trustworthiness. This model consists of the website quality, the structure assurance, the web vendor reputation and capability, and product information.