Analysis of Trust in the E-Commerce Adoption

Understanding user acceptance of the Internet, especially the usage intention of virtual communities, is important in explaining the fact that virtual communities have been growing at an exponential rate in recent years. This paper studies the trust of virtual communities to better understand and manage the activities of E-commerce. A theoretical model proposed in this paper is to clarify the factors as they are related to the Technology Acceptance Model. In particular the relationship between trust and Intentions is hypothesized. Using the Technology Acceptance Model, this research showed that the importance of trust in virtual communities. According to the research, different ways of stimulating the members are necessary in order to facilitate participation in activities of virtual communities. The effect of trust in members on intention to use is stronger than that of trust in service providers. The intention to purchase is more sensitive to trust in service providers than trust in members.