Building Online Transaction Trust through a Two-Step Flow of Information Communication

E-commerce businesses have endeavored to facilitate online transactions by establishing website reputations through use of digital security mechanisms to alleviate the uncertainty about online transactions. This study incorporates the two-step flow of communication theory to elaborate on the antecedents that underlie consumers' intention to purchase online. Using data collected from 457 online shoppers in Taiwan, the findings suggest that third party issued e-certification and consumers' previous experience significantly influence party trust. In addition, party-trust significantly impacts online purchase intention. These results provide a clearer understanding of how to successfully build transaction trust and consequential behaviors. This paper concludes with several research implications.