Document Type



Transparency, seller’s reputation and website security are considered to be important factors of the website hat influence customer purchasing decisions in Internet shopping in China. This paper empirically examines the relative influence they have on online purchasing decisions for customers. We perform structural equation analysis with a sample of 306 observations. The results of this study revealed that perceived security and perceived reputation are critical factors affecting consumer trust, perceived transparency is the factor most closely associated with purchase intention. These findings suggest that perceived transparency plays a significant role in increasing consumer’s purchase intention. The knowledge of their relative impacts in their relative roles over customer transaction experience is useful in developing customized sales strategies. The results of this study revealed that perceived transparency exerted a stronger effect than perceived reputation on purchase intentions for customers of an online store.