A Study of the Effect on Trust and Attitude with Online Shopping

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. [1] 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 in Wu and Chen [2] has been well discussed the consumer intention in on-lion tax. An extension of Trust and Attitude with TAM model would be in more comprehensive manner to understand behavioral intention to use online shopping. Furthermore, a large sample survey is used to empirically examine this framework. Keywords-trust; attitude; technology acceptance model (TAM)