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Success in electronic commerce relies greatly on customer’s trust. While other studies have examined various factors affecting the online trust, a few have researched on the effects of risk awareness and website reputation together on purchase intention through online trust. The current study attempts to fill the gap.

300 samples of web-based shopping participated in online questionnaires using a quota sampling technique. Based on the confirmatory factor analysis (CFA), the measurement is valid and reliable. Using the structural equation modeling technique, we confirmed the significant effects of the risk awareness and the website reputation on the online trust which further contributed to the purchase intention. The relationship between the risk awareness and the website reputation is also confirmed positive.

In addition to extending theoretical insight into the antecedents and the consequence of the online trust, web-based vendors may adopt the findings to adjust their online stores to raise customer’s trust and ultimately increase the possibility of the purchase.

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