A Study of Consumer Trust Formation in Electronic-Commerce

Based on previous literature, this paper proposed a conceptual model about consumers' transaction in ecommerce. In this model, we suggest that there are external and internal factors influence consumers' transaction trust in e-commerce. External factors include vendor's trustworthiness and internet intermediary's technical reliability. Internal factors include consumer's perceived gain and perceived risks in the e-commerce. Propositions are suggested according to the analysis. Lastly, we discuss the implications of this conceptual model for research and sellerspsila practice.