A model of customers' initial trust in unknown online retailers: an empirical study

Eui-Jin Kim · Suresh K. Tadisina

36 citations0/0 files storedInternational Journal of Business Information Systems

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Privacy, Security, and Data Protection

Abstract

Trust is considered one of the key success factors of e-commerce, and winning customers' trust initially is especially important for web-based companies (e-businesses), as initial trust could be a starting point from which more sustainable relationships could possibly develop. In answering the question of how e-business customers develop initial trust especially in unknown online retailers, we propose a model with a two-factor initial trust model (competence and goodwill) and three different types of predictors: two trustee's characteristic-based factors (company profile and website quality), one institution-based factor (third-party support) and one trustor's personality-based factor (propensity to trust). This model was empirically tested and we found some evidence that website quality and third-party support had significant effect on initial trust. Company profile and propensity to trust didn't have any direct effects on initial trust, but a type of propensity to trust showed some moderating effects.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1979A Paradigm for Developing Better Measures of Marketing Constructs 1995An Integrative Model Of Organizational Trust 1989The Practice of Social Research 1996Trust: The Social Virtues and the Creation of Prosperity 2003Trust and TAM in Online Shopping: An Integrated Model1 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model

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