The impact of initial consumer trust on intentions to transact with a web site: a trust building model

The impact of initial consumer trust on intentions to transact with a web site: a trust building... This paper develops and tests a model of consumer trust in an electronic commerce vendor. Building consumer trust is a strategic imperative for web-based vendors because trust strongly influences consumer intentions to transact with unfamiliar vendors via the web. Trust allows consumers to overcome perceptions of risk and uncertainty, and to engage in the following three behaviors that are critical to the realization of a web-based vendor's strategic objectives: following advice offered by the web vendor, sharing personal information with the vendor, and purchasing from the vendor's web site. Trust in the vendor is defined as a multi-dimensional construct with two inter-related components— trusting beliefs (perceptions of the competence, benevolence, and integrity of the vendor), and trusting intentions—willingness to depend (that is, a decision to make oneself vulnerable to the vendor). Three factors are proposed for building consumer trust in the vendor: structural assurance (that is, consumer perceptions of the safety of the web environment), perceived web vendor reputation, and perceived web site quality. The model is tested in the context of a hypothetical web site offering legal advice. All three factors significantly influenced consumer trust in the web vendor. That is, these factors, especially web site quality and reputation, are powerful levers that vendors can use to build consumer trust, in order to overcome the negative perceptions people often have about the safety of the web environment. The study also demonstrates that perceived Internet risk negatively affects consumer intentions to transact with a web-based vendor. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Strategic Information Systems Elsevier

The impact of initial consumer trust on intentions to transact with a web site: a trust building model

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Publisher
Elsevier
Copyright
Copyright © 2002 Elsevier Science B.V.
ISSN
0963-8687
DOI
10.1016/S0963-8687(02)00020-3
Publisher site
See Article on Publisher Site

Abstract

This paper develops and tests a model of consumer trust in an electronic commerce vendor. Building consumer trust is a strategic imperative for web-based vendors because trust strongly influences consumer intentions to transact with unfamiliar vendors via the web. Trust allows consumers to overcome perceptions of risk and uncertainty, and to engage in the following three behaviors that are critical to the realization of a web-based vendor's strategic objectives: following advice offered by the web vendor, sharing personal information with the vendor, and purchasing from the vendor's web site. Trust in the vendor is defined as a multi-dimensional construct with two inter-related components— trusting beliefs (perceptions of the competence, benevolence, and integrity of the vendor), and trusting intentions—willingness to depend (that is, a decision to make oneself vulnerable to the vendor). Three factors are proposed for building consumer trust in the vendor: structural assurance (that is, consumer perceptions of the safety of the web environment), perceived web vendor reputation, and perceived web site quality. The model is tested in the context of a hypothetical web site offering legal advice. All three factors significantly influenced consumer trust in the web vendor. That is, these factors, especially web site quality and reputation, are powerful levers that vendors can use to build consumer trust, in order to overcome the negative perceptions people often have about the safety of the web environment. The study also demonstrates that perceived Internet risk negatively affects consumer intentions to transact with a web-based vendor.

Journal

The Journal of Strategic Information SystemsElsevier

Published: Dec 1, 2002

References

  • Security considerations of doing business via the Internet: cautions to be considered
    Aldridge, A.; White, M.; Forcht, K.
  • The dynamics of the electronic market: an evolutionary game approach
    Ba, S.; Whinston, A.B.; Zhang, H.
  • TRUSTe: an online privacy seal program
    Benassi, P.
  • E-commerce: the role of familiarity and trust
    Gefen, D.
  • Building consumer trust online
    Hoffman, D.L.; Novak, T.P.; Peralta, M.
  • The importance of trust in electronic commerce
    Ratnasingham, P.
  • Strategies for reducing consumers' risk aversion in Internet shopping
    Tan, S.J.
  • Consumer privacy concerns about Internet marketing
    Wang, H.; Lee, M.K.O.; Wang, C.

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