Hossein Miladian () (Dept. of Commerce, University of Mysore, Manasgangothri, Mysore (Karnataka), INDIA) Nagendra Babu K.
Abstract
Trust issue is developing into an important topic as the internet becomes increasingly ubiquitous within everyday life, although many discussions of online trust focus on salient factors influencing trust. To address this matter, we develop a conceptual model that links consumer perceptions of web site characteristics and consumer characteristics to perceptions of trust in a web site, and links online trust to behavioral intent related to a web site. We estimate this model in a large-scale empirical study using data from 1231 consumers across 23 web sites from seven web site categories. The results show that there is significant heterogeneity across web site categories and among consumers with regard to the influential web site and consumer characteristics driving online trust. Privacy and order fulfillment are the most influential determinants of trust for web sites where both information risk and involvement are high, such as travel Web sites. Navigation is strongest for information-intensive Web sites such as portals and community sites. Brand strength is critical for categories with high involvement such as automobile and financial service sites, and advice is the most powerful determinant to search good categories with high financial risk such as computer sites.
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