The antecedents and consequences of trust in online-purchase decisions

Abstract

The primary research objective of this study rests on presenting and validating a model for the antecedents and consequences of consumer trust in the context of online purchase decision-making by means of simulation and survey methods. For this purpose, the study seeks to validate the correlation and causal relationships among the model's elements involving antecedents to trust (transactional security, web-site properties, search functionality, and personal variables), consequences (purchase intention), and mediating variable (web-site awareness). Based on the findings of a controlled simulation study involving 122 college students, are the following major results: (1) web-site trust showed a significant response to site properties including the image-related variables such as company awareness and company reputation, while satisfaction significantly responded to navigation functionality; (2) personal variables such as familiarity with e-commerce and prior satisfaction with e-commerce were found to have high correlation with web-site satisfaction as well as trust; (3) web-site trust, web-site satisfaction, and web-site awareness all influenced the online-purchase intention, and (4) web-site trust and web-site satisfaction had a high correlation. The findings of this study suggest a new approach to understanding and identifying the antecedents and consequences of web-site trust whose importance is increasing in the study of Internet commerce. Also, the study findings provide the Internet marketers with the managerial implications to establish effective online marketing strategy.

Online trust: a stakeholder perspective, concepts, implications, and future directions

“…These factors were defined and the scale items were designed a priori and were not empirically derived. Yoon (2002) studied trust in the context of online purchase decision-making through simulation and surveys. He concluded that Web-site trust is determined by company Hoffman et al (1999) Customer; how to improve online trust Environmental control or consumer's ability to control the actions of a Web vendor directly affects perception of security and privacy, key drivers of online trust Smith et al (2000) Customer; indicators of online trust…”

“…Real-world feel, ease of use, expertise, trustworthiness, and tailoring are the most important factors affecting Web credibility, in that order Yoon (2002) Customer; Antecedents and consequences of consumer trust in online purchase decisions…”

“…Online trust is broader than Web-site trust explored by some studies (Yoon, 2002) that are largely focused on the perspective of customers. It extends beyond Web site to all electronic networks used by firms.…”

A Modified Decomposed Theory of Planned Behaviour Model to Analyze User Intention towards Distance-Based Electronic Toll Collection Services

“…In the field of e-commerce, when consumers trust the internet trading partner, it not only has a positive beneficial effect on purchasing behaviour, but also contributes to a positive beneficial effect on the subsequent transaction or online purchase behaviour. The online trust influences the reliability of data from internet, and further affects the online purchase behaviour intention [30][31][32]. The relationship between trust and behaviour intention is also verified by the research done by Garbarino and Johnson [24].…”

Multilevel and multidimensional scale for online trust

“…Related to the banking consumers' behaviour, these consumers are increasingly educated and demanding (Alcaide & Soriano, 2005) and they have seen the advantages of convenience, independence and quality (Oliver, Livermore & Farag, 2009;Carbó, 2004;Gerrard & Cunningham, 2003;Meuter, Ostrom, Roundtree & Bitner, 2000) as determinants for the adoption of the medium. At the same time, the lack of consumer trust in the financial service provided by online banks has been argued to be one of the most important barriers to developing the potential of the electronic banking (Gefen, 2000;Jarvenpaa, Tractinsky & Vitale, 2000;Yoon, 2002;Chouk & Perrier, 2004;Harris & Goode, 2004), due to the perception of high risk by Internet when carrying out certain transactions over the Internet.…”