Measuring Online Trust of Websites: Credibility, Perceived Ease of Use, and Risk

Cynthia L. Corritore · Robert P. Marble · Susan Wiedenbeck · Beverly Kracher

66 citations0/0 files storedJournal of the Association for Information Systems

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Technology Adoption and User Behaviour Information and Cyber Security Privacy, Security, and Data Protection

Abstract

As the use of the web for ecommerce and information access continues to expand, user trust of websites has come under inspection. Empirical study of online trust is constrained by the shortage of high-quality measures of general online trust. The development of such measures is a priority for MIS researchers. This paper presents a new instrument for use in studying trust of an individual in a given website. The instrument was tested with two different websites in an experiment conducted in a controlled setting. The items in the instrument were analyzed using a confirmatory factor analysis with a split-sample approach. This process resulted in an instrument of high reliability whose components are unidimensional and whose constructs show high convergent and discriminant validity.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1990The consequences of modernity 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1995An Integrative Model Of Organizational Trust 2003Trust and TAM in Online Shopping: An Integrated Model1 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 2000E-commerce: the role of familiarity and trust 2002The impact of initial consumer trust on intentions to transact with a web site: a trust building model

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