Title:	TRUST, RISK AND INTENTION OF USE OF CROSS-BORDER ELECTRONIC COMMERCE IN JAPANESE CONSUMERS
Author(s):	Vanessa R. Bracamonte Lesma, Hitoshi Okada
ISBN:	978-972-8939-76-2
Editors:	Gunilla Bradley, Diane Whitehouse and Angela Lin
Year:	2012
Edition:	Single
Keywords:	Cross-border electronic commerce; trust; risk; consumer behavior
Type:	Short Paper
First Page:	76
Last Page:	80
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Even in societies where electronic commerce has become an everyday thing, consumers are still wary of buying online from outside their own countries. To address this issue, this study investigated the factors that affect consumers’ intention of use of a foreign website, using a model of consumer behavior with factors of trust and risk, their antecedents, and the influence of the general perception of online shopping. A survey was conducted which obtained the responses of a group of 311 Japanese consumers. The questionnaire included a mock Thai website and asked respondents about their perception of trust and risk in electronic commerce in general and about the website in particular. The results showed that trust had a significant impact on the intention to purchase from the website, and that the perceived trustworthiness and normality of the website also influenced this overall trust. However, consumers’ perception of the trustworthiness of online shopping in general did not have a significant influence on the perceived trustworthiness of the foreign website, contradicting previous studies in this area.
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