Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

8-2003

Abstract

Despite the importance of trust in electronic commerce, there is insufficient theory and evidence concerning the determinants of consumer trust about an Internet vendor’s trustworthiness, and the influence of consumer trust on the consumer’s purchasing intention. The purpose of this study is to: i) develop a theoretical framework identifying the antecedents of a consumer’s trust and purchase intention, ii) test the proposed model using Structural Equation Modeling, analyzing Internet consumer behavior data collected via a Web survey, and iii) provide theoretical and managerial implications. The results of the study show that consumers’ disposition to trust, privacy protection, security protection, consumers’ perceptions about the selling party’s reputation, information quality, and system reliability are strong antecedents of consumers’ trust. Interestingly, the presence of a third-party seal did not influence consumers’ trust nor consumers’ purchase intention. Finally, consumer’s trust was a strong predictor of their purchasing intention.

Keywords

Electronic commerce, antecedents of trust, B-to-C consumer trust, security, privacy, Internet consumer behavior

Discipline

E-Commerce

Research Areas

Organisational Behaviour and Human Resources

Publication

Proceedings of the Americas' Conference on Information Systems 2013

First Page

157

Last Page

167

Publisher

AIS

City or Country

Atlanta, GA

Copyright Owner and License

Authors

Additional URL

https://aisel.aisnet.org/amcis2003/21

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E-Commerce Commons

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