Volume 6 Number 1 (Jan. 2011)
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JSW 2011 Vol.6(1): 124-131 ISSN: 1796-217X
doi: 10.4304/jsw.6.1.124-131

Is Value Sufficient? Empirical Research on the Impact of Value and Trust on Intention

Dong Cheng, Jidong Han, Yuanfang Song
School of Business, Renmin University of China, Beijing, China

Abstract—Online shopping is said to be easy, fun, and time saving. Yet, the real experience is often different from that predicted. What is the reason for this? What are the obstacles to online applications? We develop scenarios about the relative importance of value and trust in online shopping. Empirical analysis of a survey of 220 consumers shows that both value and trust are vital to consumers’ intentions with respect to online shopping. In particular, security is the key factor to trust, while playfulness plays a relatively important role in consumer perceived usefulness of online shopping. These findings imply that a website should implement a set of comprehensive security mechanisms and, at the same time, continually improve the consumer’s experience of playfulness.

Index Terms—value, trust, perceived usefulness, perceived ease of use, subjective norms, intention, playfulness, reputation, security


Cite: Dong Cheng, Jidong Han, Yuanfang Song, "Is Value Sufficient? Empirical Research on the Impact of Value and Trust on Intention," Journal of Software vol. 6, no. 1, pp. 124-131, 2011.

General Information

ISSN: 1796-217X
Frequency: Monthly
Editor-in-Chief: Prof. Antanas Verikas
Executive Editor: Ms. Yoyo Y. Zhou
Abstracting/ Indexing: DBLP, EBSCO, ProQuest, INSPEC, ULRICH's Periodicals Directory, WorldCat, CNKI,etc
E-mail: jsw@iap.org
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