Internet, especially the Web, has revolutionized communication processes between

businesses and consumers. This becomes evident if we look at certain substantive issues,
because of their technical characteristics. On the one hand, it has allowed remote
communication processes present some opportunities for interaction approach, more so as
technology evolves, to those offered by personal communication. Thus, this medium
provides a space in which trade relations can develop in remote contexts that allow an
interactive two-way communication, both among those involved in the process as between
themselves and the medium itself (Hoffman and Novak, 1996) . On the other hand, it has
contributed to significantly reduce the weight of the dimensions of space and time that
restrict the course of commercial exchange relations, especially in the physical markets. This
is a major advance, as argued by Watson et al. (2002), since it enables the development of
customized processes and continuous trade communication.
In short, all these key issues, besides other specific to the same not explicitly considered,
give the consumer a significant role unprecedented in the outcome of trade relations at a
distance, to the extent that it is actively involved in the value creation process of firms
(Hoffman and Novak, 1996; weiber and Kollmann, 1998), which should be analyzed in
depth.
Therefore, the development of a specific theoretical framework to better understand
consumer behavior in virtual or electronic environments (see, for example, it is necessary:
Alba et al, 1997; Degeneratu et al, 2000; Dickson, 2000;.. Jevons and Gabbott, 2000; John
et al., 1999; Jones and Vijayasarathy, 1998; Leverick et al., 1997; Peattie and Peters, 1997;
Reynolds, 2000).
H3: There is a direct positive relationship between consumer perceptions about
the social benefits provided by Internet and their overall attitude to the medium.
H2: There is a direct and positive relationship between general consumer
perceptions about interaction speed / response time when navigating and his
general attitude toward Internet.
H1: there is a direct and positive relationship between consumer perceptions
towards aspects of Web design and general attitude towards Internet.

2. MODEL OF CONFIDENCE TO BUY ONLINE BASED

In the hierarchy of standard learning
Our model hopes to extend the results of previous work, focusing on the study of
certain determinants (factors) Internal -ie beliefs and attitudes of consumer
behavior on the Internet and trust that consumers express regarding the
phenomenon of Internet-based electronic shopping. In this regard, it should be
noted, first, that the knowledge about the opinions, beliefs and attitudes of
consumers towards a specific object is essential to understanding consumer
behavior toward said object (Schiffman and Kanuk, 1997). On the other hand, in
relation to the phenomenon we are dealing with here, we must be aware that

consumer attitudes toward certain aspects of the Internet largely determine their
conduct on that medium (Hoffman et al., 1999a).
In this context, our model focuses primarily on the general opinion that users
(consumers) have on the Internet, and the analysis of their influence on
confidence in online shopping. This element of the model presented outcome has
proved key to making purchases over the Internet (see, for exam ple:
Castelfranchi and Tan, 2002; Tan and Thoen, 2000), so much study as
understanding their determinants is transcendental. Thus, it comes to broaden
the focus of previous studies were limited to analysis of attitudes of users to a
particular Web space of a firm and its effects on confidence purchase in the
space (Chen and Wells, 1999; Jarvenpaa et al., 1999; Cheskin Research and
Studio Archetype / Sapient, 1999).
2.1. Conceptual Model
The conceptual model presented is based, first, on the classical structural model
of attitudes composed of beliefs, emotional and behavioral element -ie ABC
model of attitudes (Affect, Behavior, Cognition) - seen as components of attitude
which act in the process of its formation. Secondly, we must establish the order
of influence of these components. This involves talking about the hierarchy of
attitudes. Whereas there are three types of hierarchies or secuencias1, we
followed the standard learning hierarchy, also known as the paradigm CAB -ie
Affection beliefs Behavior- (Holbrook, 1986).
The essence of this paradigm is that a consumer initially forms beliefs to certain
object accumulating knowledge about the various attributes that define it. Then,
once such beliefs have been developed, some general assessments or feelings
are formed; i.e. affective component. Finally, consumer conative responses
based on these affective responses (Solomon et al., 2002). That said, if we
consider that the practice of online shopping is still considered, for various
reasons, as an activity of certain risk, consumers made online purchases to
reduce their levels of uncertainty about it. This implies a previous knowledge of
the Internet, which previously tend to form their beliefs and their overall
assessment in relation to it. It has also emphasized the fact that consumers buy
online practice tend to highly involved in it (Wolfinbarger and Gilly, 2001); in any
case, they have a higher involvement would experience if they were buying the
same object in the physical markets. Therefore, all these factors make it
reasonable to contemplate the decision processes of online shopping from the
perspective of the hierarchy of high involvement or, in other words, the paradigm
to which we referred CAB.
In short, based on the above we propose that a consumer will develop a set of
opinions or beliefs (cognitive aspects) regarding various attributes or
characteristics of the Internet that will determine, at least in part, their attitude
and overall assessment of the medium (affective aspect). Moreover, this general
attitude will determine their evaluations regarding aspects related to the
purchase (behavior) on the Internet. More specifically, it is expected that this
affective component influencing a consumer confidence manifested towards

online shopping. This set of relationships is the central body of the systemic
structure presented. Moreover, as mentioned in the introductory section, we also
believe that consumer sentiment regarding their experiences with the media
consumption of home shopping should be taken into account when attempting to
model the behavior of consumer buying in Internet. In this regard, we focus on
the perceived usefulness by consumers when buying at a distance and
theoretically propose that, due to their recent appearance, should act as a factor
in which the consumer can rely on to infer their assessments on the Internet as a
means of conducting exchanges in general, and as a means of particular
purchase
2.2. Specification theoretical model and hypothesis of research
2.2.A. Background of the attitude towards Internet
Regarding the first group, it is considered a set of cognitive factors or salient
attributes, whose perceptions are crucial to explain the general opinion that the
consumer has Internet as a communication medium. Based on the variables that
were used for other related studies (see Crawford and Shern 1998;. Farquhar et
al, 1998; Helander and Khalid, 2000; Lohse and Spiller, 1999; Montoya-Weiss et
al., 2003; Zeithaml et al. 2002), which focused on the valuations of certain
aspects of a Web space -Ex .: particular virtual environment establishment, visual
appearance, performance, technology, content structure, privacy, level of
interactivity, etc. and adapting and expanding them in our case for the Internet
as a whole, we considered presented in the following sections.
a) aspects of Web design
It is related to consumer opinion about the availability, design, sexy and
structure of information on the Web, and especially in the Web space. Thus,
Moon et al. (2002) suggest that you should pay special attention to this issue, to
the extent that the content and structure of information on Web spaces are
essential to determine the extent to which an individual (consumer / visitor) feels
comfortable browsing. In addition, relying on Montoya-Weiss et al. (2003), and
expanding its reflexiones2, it is expected that consumers tend to express
opinions toward Internet improved to the extent that better perceive those
aspects related to the design on the Web.
b) Interaction speed / response time
It is defined as the ability of the Internet in general, and its various Web spaces
in particular to provide a response when requested (Shih, 1998). In this sense,
we have only considered this dimension or aspect of interactivity, since Novak et
al. (2000) demonstrated empirically that the speed of interaction is the most
important dimension, the only able to provide an acceptable reliability in their
study, among the three considered by the conceptual model of interactivity
Steuer (1992); ie: speed, structure and interaction alternatives. In addition, Lin
and Lu (2000) note that the response time is the most important for the
development of the beliefs of the user to certain Web space, so factor that any

deficiencies in the response speed during interaction will subsequent negative

effect on user perceptions on that web space. If we expand this relationship to
the generality of Internet (Web), we can assume that consumer perceptions with
respect to response time of the medium will have some influence on the rest of
assessments and opinions regarding other aspects of the network, especially in I
was referring to overall evaluations of Internet as a communication medium.
c) Social Benefits
We define this element model as consumer reviews on the Internet's contribution
to improving the welfare of society as a whole. In this respect, even considering
the limited lifetime of Internet, there is still intense debate about its potential to
benefit society (see, for more detail: Peterson and Merino, 2003). So Baruch
(2001) comments that, being aware that most of the effects produced by the
Information Technology and Communication in general and the Internet in
particular are positive for society, its excessive use can encourage isolationist
behavior individuals. Consequently, there appears to be a diversity of opinions
on this subject. However, we think that the internet not only emerges as a
medium that allows a strong improvement of the results of the relations of
commercial exchange developed by individuals in their capacity as consumers,
therefore restricted to the economic benefits, but also a great potential for
improving exchanges without commercial orientation conducted among
members of a society increasingly less conditioned by space and time (see
Watson et al., 2002).
d) Privacy
This element can be defined as consumer opinion regarding both the respect and
maintain the confidentiality of personal information, such as the maintenance of
their privacy by various actors, mainly companies, with which it interacts in
different defining Internet applications. Recent studies have shown the
importance that consumers attach to this factor when considering the
development of electronic exchanges and with more specific guidance, business
transactions. In this sense, it is considered as one of the inhibiting factors, along
with aspects related to security, not only for the adoption of the Internet, but
also, and more specifically, to the massive takeoff of electronic commerce based
on Internet B2C (Gunasekaran and Love, 1999; Havick, 1999; Yuan and Head,
2001; Hoffman and Novak, 1997; Hoffman et al, 1999a;. OECD, 1997;
Rangaswamy and Gupta, 1999; Smith et al., 1999; Udo , 2001). Certainly, given
the growing importance that have acquired the issues related to privacy in the
nineties, the Internet has been the means most criticized for its potential to
invade the privacy of in dividuals (Bartel and Grubbs, 2000; Richards, 1997 ; Rust
et al, 2002).. In this sense, Caudill and Murphy (2000) note that while consumers
feel protected by their anonymity when making purchases in physical markets,
the situation changes diametrically when developing their online transactions
electronically. Thus, to the extent that the use of Internet increases, so will the
same as the consumer concern about how companies collect and use your
personal information. This is because, based on the reflection of Houston (2001),

first as consumers need to feel safe before developing a favorable opinion both
to the environment as a whole, as to the spaces or sites in it.
2.2.B. Attitude towards Internet
So prior to treatment of the concept of attitude toward Internet in our study, we
will perform a minimum reflection on the generic concept of attitude we left, and
we take as a basis to define it. Notwithstanding the expanded vision of attitudes
offered by the ABC model discussed above, the concept of attitude has
traditionally considered the evaluation or general or global opinion of people
towards something, which is the subject of the attitude (see, eg Fishbein and
Ajzen, 1975; Ajzen and Fishbein, 1980; Oskamp, 1991; Schiffman and Kanuk,
1997; Solomon, 1997); i.e. attitude, in a restricted sense, corresponds to the
affective component in the ABC model. Moreover, this emphasis on the affective
dimension of attitude can also find jobs as Igbaria and Chakrabarti (1990) and
Whitley (1997), more related to the field of research in which we focus. In this
sense, we define the attitude towards the Internet, adapting the generic idea
prior to the context at hand, and the general overall assessment or the consumer
has this means of communication.
It should be noted that consideration of this variable is necessary in any study
that seeks the understanding of consumer behavior in electronic markets
because, as Hoffman et al note. (1999a), these attitudes will determine their
behavior in these markets. In addition, developing a similar argument to that
made in other studies focused on the hierarchy of effects of advertising, where
individual attitudes towards advertising determines his attitude toward some
announcement that, in turn, influences their attitude towards the mark (see
Brown and Stayman 1999; Durvasula et al., 1993; Mehta, 2000), consumer
attitudes towards the Internet can be seen as an antecedent of both their
attitude towards certain Web space, and its attitude towards certain brand /
virtual company ( see: Bruner and Kumar, 2000; Chen and Wells, 1999;
Stevenson et al, 2000)..
In this sense, we think that researchers more interested in modeling
assessments of consumers towards online brand should be aware that, before
analyzing other variables more directly related to the virtual brand and your
website, it is interesting to make a treatment of the concept addressed in this
section in order to better understand the specific cognitive and affective
consumer responses to the mark.
2.2.C. Confidence in the Internet as a means of purchase
The consumer buying behavior on the Internet can be viewed from two
perspectives (and Dabholkar Bobbitt, 2001): one related to the use of the
Internet for purchasing; and another on the use of the Internet for information on
goods and services. In this paper we focused on the first, explicitly considering
confidence in online shopping. This is the terminal element of the model
presented.

It is related to consumer perceptions regarding the credibility or reliability of the

purchase over the Internet (the Web). Since the Internet was enabled for
commercial use, various studies have highlighted that due to the special
characteristics that differentiate transactions in electronic markets such other
traditionally undertaken in physical markets, has been a need by companies with
presence Internet to build trust and brand image, so that consumers show a
greater willingness to develop purchasing processes in their Web space (see, eg
Barwise et al, 2000; Butler and Peppard, 1998; Cheskin Research. and Studio
Archetype / Sapient, 1999; Reynolds, 2000; Rowley, 2000). Thus, Hoffman et al.
(1999b) note that the lack of confidence by consumers in this environment is a
major inhibiting factors of electronic transactions. Moreover, it is expected that
consumers will not be involved in any transactions on the Internet unless the
perceived level of trust exceeds the minimum acceptable level for them (see:
Castelfranchi and Tan, 2002; Tan and Thoen, 2000).
Specifically, you can find many works that have studied aspects of this generic
concept -ie: confidence in buying through Internet / online- worth mentioning to
present it properly. First, we highlight the contribution of Urban et al. (2000), who
define trust in online shopping means to develop the opinion that with regard to
security is manifested clearly in existing transactions with companies, and their
commitment to respect what was agreed with the consumers. On the other hand,
Lee and Turban (2001) indicate that confidence in buying over the Internet is a
two-dimensional concept that articulates therefore confidence in the support /
infrastructure market, and companies operating on said support; i.e. (1)
confidence in Internet as a means of purchase; and (2) confidence in business
with an Internet presence. However, notwithstanding the above, we would like to
highlight the contribution of McKnight et al. (2002), who, with a holistic
philosophy, present what they call the "trust model on the Web". It is
characterized by a multidisciplinary and multidimensional model of trust in ecommerce that includes various facetas3, among which is the trust in electronic
infrastructure (Internet) that supports transactions. The essence of the word
'confidence in buying over the Internet "of our conceptual model is
fundamentally related to this component of the model proposed by the authors
of confidence.
In short, we define this concept as consumer perceptions about the credibility or
reliability of the purchase over the Internet (the Web). Considering the above, we
believe that the general assessments of consumers to the Internet as a
communications medium, while collecting public opinion towards the electronic
infrastructure that allows your online trade, should have an influence on
confidence in buying across Internet.
H5: The better the attitude to Internet by the consumer, the greater your
willingness to trust online shopping.
2.2.D. Relationship of perceived usefulness by consumers in purchasing a
distance

attitude towards Internet and confidence in shopping on the Internet understand

perceived usefulness in home shopping as consumer evaluation regarding the
benefits from purchasing products or services through purchase means not
subject to establishments physical (Ex .: catalogs, mail, tele shop, purchase
through Internet, etc.). While it is true that the emergence and adoption of the
Internet to develop trade has eclipsed other alternatives previous home
shopping, consumers have made increasing use of it because they have
perceived and obtained good profits purchase; ie: appropriateness of cost and
time, variety, product quality, etc.
Therefore, extending the arguments of Balabanis and Vassileiou (1999), we think
to the extent that consumers have better views, as well as greater awareness of
the benefits brought about by the use of means of distance selling, they tend to
show the better assessments in relation to this new means of purchase, such as
a greater willingness to trust buying over the Internet. On the other hand,
favorable opinions of consumers in relation to distance purchasing should be
based on positive experiences of previous purchase using one or more of its
forms. Thus, they present a lower risk aversion when it comes to involvement
with regards Internet

H6: a more useful perceived by the consumer in the home shopping, the better
your attitude towards Internet.
H7: a more useful perceived by consumers when buying at a distance, the
greater the consumer's willingness to trust buying over the Internet.