Consumer's trust in Internet shopping: a modelling proposal based on the standard learning hierarchy

Abstract

This paper is placed on the framework of studies focused on analyzing the consumers' buying behaviour on the Internet. We have based on adapting the hierarchy-of-effects model (standard learning hierarchy), in order to theoretically propose a conceptual model explaining how consumers' beliefs i.e. design, interaction speed, social benefits, and privacy and attitudes toward the Internet as a communication medium can be plausible determinants of trusting in Internet shopping. Furthermore, our model poses that consumers' overall opinions regarding with in-home shopping might also exert an influence on their evaluations about the Internet as a communication medium and, specially, as a shopping medium. The proposed conceptual model is supported by a deep and specific literature review. The relationships contained in the model have been estimated by means of structural equation modelling. Results confirm that this approach based on the cognitive information processing is valid to model consumers' shopping behaviour on the Internet. Finally, several academic reflections, as well as a set of managerial implications based on the questions analyzed, are put forward.