How the signals influence consumers´ initial trust?: The moderation effect of online shopping experience

The lack of initial trust on e-vendor has become a primary reason for consumers not buying products online. Although the factors that influence consumers´ initial trust have been explored by researchers, the research of consumers´ online shopping experience which might moderate these influence factors and initial trust is still in its infant. This study aims to explore the moderation effect of consumers´ online shopping experience between the intrinsic and extrinsic signals (such as perceived reputation ratings, online feedback, and perceived product) and consumers´ initial trust. The study concludes with the managerial implications and suggestions for further research.