Publication Type

Journal Article

Version

Postprint

Publication Date

1-2008

Abstract

Are trust and risk important in consumers' electronic commerce purchasing decisions? What are the antecedents of trust and risk in this context? How do trust and risk affect an Internet consumer's purchasing decision? To answer these questions, we i) develop a theoretical framework describing the trust-based decision-making process a consumer uses when making a purchase from a given site, ii) test the proposed model using a Structural Equation Modeling technique on Internet consumer purchasing behavior data collected via a Web survey, and iii) consider the implications of the model. The results of the study show that Internet consumers' trust and perceived risk have strong impacts on their purchasing decisions. Consumer disposition to trust, reputation, privacy concerns, security concerns, the information quality of the Website, and the company's reputation, have strong effects on Internet consumers' trust in the Website. Interestingly, the presence of a third-party seal did not strongly influence consumers' trust.

Keywords

Role of trust, Electronic commerce, Antecedents of trust, Consumer trust, Perceived risk, Internet consumer behaviour, Trusted third-party seal, Privacy and security

Discipline

E-Commerce | Organizational Behavior and Theory | Sales and Merchandising

Research Areas

Organisational Behaviour and Human Resources

Areas of Excellence

Analytics for Business, Consumer and Social Insights

Publication

Decision Support Systems

Volume

44

Issue

2

First Page

544

Last Page

564

ISSN

0167-9236

Identifier

10.1016/j.dss.2007.07.001

Publisher

Elsevier

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.1016/j.dss.2007.07.001

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