Trust decreases the perceived risk of using a service. Since online learners have no direct contact with the education providers, trust plays an important role in an online tertiary setting. However, there is a void of study of trust within the context of consumer-brand relation in tertiary...

Past papers on consumer behaviour of Internet non-shoppers in Hong Kong have been lacking. This empirical study by focus group interview is an attempt to understand what can be done to facilitate local Internet shopping? Inducements for non-shoppers to purchase on-line include "increasing web...

Research undertaken within Hong Kong on the profile of Internet shoppers is piecemeal and incomplete. This empirical study intends to explore into this issue. Similar studies overseas suggest that the profiles of Internet shoppers are moving towards shoppers found in mainstream population....