Only Value Enough?: An Empirical Research on the Impact of Value and Trust on Intention

Online shopping is said easy, funny and time saving. But the real data is different from the forecast. What is the reason? What is the obstacle to online application? The authors develop scenarios about the relative importance of value and trust on online shopping. Empirical analysis of a survey of 220 consumers shows that both value and trust are vital to consumer intention to online shopping. In particular, security mechanism is the key factor to trust, while playfulness plays a relative important role in consume perceived usefulness of online shopping. These findings imply that the website should build up a set of comprehensive security mechanisms and persistently improve consumer experience of playfulness at the same time.