consumers
to trust them more.
Finally, the study examined the relationships between trust and
two variables for trust performance: purchase and WOM intentions.
The results indicate that trust was positively related to these
two variables. S-commerce focuses not only on selling products and
services but also on facilitating WOM intentions, which can induce
purchase intentions. Previous studies of trust performance (including
purchase and WOM intentions) have demonstrated that a lack
of trust is often a barrier to trust performance and that it is likely to
discourage consumers from using an unfamiliar e-commerce site
until they acquire necessary knowledge to develop sufficient trust
in the site (Chang & Chen, 2008). The more a consumer trusts an
s-commerce site, the more likely he or she is to show purchase
and WOM intentions. Therefore, trust provides consumers with an
opportunity to increase trust performance.