Empirical research on consumers' initial trust and gender differences in B2C e-business

Abstract

Based on the Technology Acceptance Model and related literatures, this paper proposes an integrated conceptual model of consumers' initial trust in B2C e-business. Empirical research results show that, perceived usefulness, perceived safety, perceived website reputation and propensity to trust significantly positively affect consumers' initial trust in e-vendor, which further positively influence consumers' intention to purchase online, by the complete mediation of attitude; however, the effect of perceived use of use on initial trust doesn't show the statistic significance. Furthermore, there are significant gender differences in the effects of perceived ease of use, perceived safety, perceived website reputation on consumers' initial trust.

User Trust levels and Adoption of Mobile Payment Systems in China: An Empirical Analysis

“…Additionally, trust is found to be a significant factor in perceived risk (Warkentin et al, 2002). Many studies, such as (Katawetawaraks & Wang, 2011;Luo et al, 2014;Teo & Liu, 2007;Warkentin et al, 2002) pointed out that perceived risk is a mediator that influences trust and intention. Kim et al (2010).…”

“…Initial trust is considered the most significant factor in building trust. When a customer makes the first purchase, the customer will make the first consumption only when initial trust is present (Kim, 2012;Luo et al, 2014;Zhou, 2014). Three factors are responsible for building initial trust: the first factor is related to website characteristics, website quality (Lin, 2011), information quality (Nicolaou & McKnight, 2006), and usability (Zhou, 2014).…”

“…Perceived risk is defined as "the citizen's subjective expectation of suffering a loss in pursuit of a desired outcome" (Warkentin et al, 2002). Perceived risk and trust are considered significant factors in e-commerce (McKnight et al, 2002;Teo & Liu, 2007) and m-commerce (Lu et al, 2011;Luo et al, 2014). It is also specified as a factor preventing the customer from continuous intentional usage within the mobile payment context (Yang et al, 2015).…”

“…Perceived usefulness and perceived ease of use play a vital role in forming online trust (Chellappa, 2008;Nijssen et al, 2016;Qu et al, 2018). Moreover, mobility and reputation directly influence users' trust in mobile payment usage intention (Alshare & Mousa, 2014;Gerhardt et al, 2010;Ittner et al, 2004;Kim, 2016;Luo et al, 2014).…”