Does Trust Really Matter? The View of Its Antecedent and Consequence

Trust is an important role in many social and economic interactions involving uncertainty and dependency. It also plays a critical factor of online shopping. This study research the relationship between the antecedents and consequences of consumer trust, the major research objects are college students of NTCB and public figures outside school. The results show that reputation of an Internet vendor is positively related to consumer trust. Yet intention to purchase of online store is indirectly affected through attitude by consumers' trust. Limitation and implications of the results are discussed.