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.