Swift Trust in Web Vendors

Jason Bennett Thatcher

22 citations0/0 files storedJournal of Organizational and End User Computing

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

Abstract

With the growth of product search engines such as pricegrabber.com, Web vendors have many more casual visitors. This research examines how Web vendors may foster “swift trust” as a means to convert casual visitors to paying customers. We examine whether perceptions of Web sites’ appearance features (normality, social presence and third-party links) and functionality features (security, privacy, effort expectancy and performance expectancy) positively relate to swift trust in a Web vendor. Using a quasi-experimental research design, we empirically test the proposed relationships. Based on an analysis of 224 respondents, we found appearance and functionality features explained 61% of the variance in swift trust. The article concludes with a discussion of findings and implications.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 1995An Integrative Model Of Organizational Trust 1995An Integrative Model of Organizational Trust 2003Trust and TAM in Online Shopping: An Integrated Model1 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

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2019Privacy concerns in E-commerce: A taxonomy and a future research agenda 2011The Consumer Choice of E-Channels as a Purchasing Avenue: An Empirical Investigation of the Communicative Aspects of Information Quality

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