Key points are not available for this paper at this time.
Studies on the adoption of business-to-consumer e-commerce have not simultaneously considered trust and risk as important determinants of adoption behavior. Further, trust in information technology has not been addressed to a great extent in the context of e-commerce. This research explicitly encompasses the electronic channel and the firm as objects to be trusted in e-commerce. Our conceptual model leads us to believe that trust in the electronic channel and perceived risks of e-commerce are the major determinants of the adoption behavior. Based on the social network theory and the trust theory, determinants of trust in the electronic channel are included in the research model. This research is expected to provide both theoretical explanations and empirical validation on the adoption of e-commerce. We will also be able to offer specific recommendations on marketing strategies for practitioners, regarding the adoption of Internet banking.
Kim et al. (Sun,) studied this question.