Abstract
This study investigates the mediating role of trust-to-mall and trust-to-transaction as these concepts pertain to consumers’ usage intentions of an online shopping mall. In addition, the theory of reasoned action (TRA) and technology acceptance model (TAM) is utilized to explain why perceived usefulness, enjoyment, perceived risk and subjective norm affect consumers’ intention to use using structural equation modelling (SEM). To cite this document: Yong Joon Kim, Se Mi Han, and Euehun Lee, "The role of trust in online shopping malls: Different types of trust and how they affect consumer intention", International Journal of Electronic Commerce Studies, Vol.4, No.2, pp. 355-358, 2013. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1127
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