The main objective of this study is to identify the factors
that contribute to the consumers’ willingness to engage in e-
commerce transactions, and further study the relationship
between those factors. Therefore, this study will focus on the
following sub-objectives:
• To study whether or not consumers’ perceived security
and privacy of online transaction significantly affect
their confidence to adopt e-commerce.
• To identify the factors of trust with web vendors to
engage in transactions involving money and personal
data.
• To study the role of institutional trust and economic
incentive in consumers’ perceived risk in the context of
e-commerce.
The factors considered to be influencing consumers’
confidence to adopt e-commerce are grouped into four main
categories: consumers’ attitudes towards secure online
transaction processing systems, privacy of consumers’
personal data, trust and reliability of online vendors, and
consumers’ perceived risk in e-commerce transactions. The
model to be tested is shown in Figure 1.