Abstract

Electronic commerce, especially conducted via Internet, is growing at a phenomenal rate. Online sales would exceed $72 billion by 2003. Despite recent successes in electronic commerce, one of the major problems against fully combining the Internet-based electronic commerce with modern business is the lack of Internet consumers' trust in the newly developed marketing machinery. Moving Internet users along to the purchase is proving to be difficult because Internet shopping as a non-store retailing entails higher risk than traditional store. Previous research on business to consumer (B2C) electronic commerce over the Internet and virtual shopping is often theoretical, ad hoc, and incomplete. The empirical study is relatively rare. This empirical research tries to identify the factors that affect consumers' willingness to do Internet shopping. The study findings suggest that trust in Internet shopping, perceived usefulness and perceived security directly and positively influences on consumers' willingness to do Internet shopping; perceived security, perceived ease of use, service quality and information quality indirectly and positively affects on consumers' willingness to do Internet shopping. Future research considerations and limitations of this research are also mentioned.