An empirical study on inexperienced online consumer’s window shopping behavior: A trust-cost-behavior model

This paper estimated a model of inexperienced consumers´ window shopping behavior in China context. An empirical study was conducted in China to test the model. The results indicate that many Chinese inexperienced consumers only do window shopping, at least partly, because they perceived high transaction cost during e-shopping which induce them to stop more involving. Moreover, we found that trust propensity tends to decrease consumers¿ perception of transaction cost but dependability and private policy tend to enlarge their tolerance of transaction costs and induce them invest more cost. That means if consumers develop more and more trust during this e-shopping, they would be more likely to investing more costs in e-shopping.