Consumer trust in Online store: Model and empirical test

Based on understanding of trust, TRA, and TPB, this paper develops and tests a conceptual model of consumer trust in an online vendor, in which customer's trust being strongly affected by vendor-related antecedents like reputation, size, and site quality, system trust mechanism related factors of situational normality, legal bonds, structural assurance, and cooperative norm, and interaction antecedents, is further impacting the customer's online purchasing intention. The empirical results show the model as well as most hypotheses is supported, with the exception of perceived legal bonds. The findings have significant implications to theoretical researches, and practical usage by both online consumers and online vendors.