Trust and Electronic Commerce - A Test of an E-Bookstore

This study focuses on the electronic business-to-consumer (B2C) market application in electronic bookstore (e-bookstore). It tests a proposed theoretical revision of DeLone and McLean´s model of information system (IS) success that explains how personnel beliefs contribute to a user´s utilization of electronic commerce (EC). The proposed revised model is tested using the structural equation model (SEM) and a survey of 325 members of e-bookstore in Taiwan was carried out. The theoretical model proposed in this study elucidates the concept of trust perception as incorporated into the DeLone and McLean model, and plays a critical mediating role to influence the intention toward EC applications. The implications of these findings for both researchers and practitioners are discussed