An Empirical Study on Inexperienced Online Consumer's Window Shopping Behavior in China: A Trust Analysis Model

From the perspective of trust theory, this essay established a model of inexperienced consumers' window shopping behavior in China context. The results indicate that most Chinese inexperienced consumers only do window shopping, at least partly, because they perceived low trust during e-shopping which induce them to stop more involving. The study also proved that uncertainty is negatively related to trust in the process of online shopping. With high trust they would prefer to do window shopping.