The impact of initial consumer trust on intentions to transact with a web site: a trust building model
The impact of initial consumer trust on intentions to transact with a web site: a trust building model
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DOI：
10.1016/s0963-8687(02)00020-3
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发表时间：
2002-12-01
影响因子：
7
通讯作者：
Kacmar, C
中科院分区：
文献类型：
--
作者：
McKnight, DH;Choudhury, V;Kacmar, C
本文开发并测试了电子商务供应商中消费者信任的模型。建立消费者信任是基于Web的供应商的战略当务之急，因为信任强烈影响消费者通过Web与陌生供应商进行交易的意图。信任允许消费者克服对风险和不确定性的看法，并从事以下三种行为，这些行为对于实现基于Web的供应商的战略目标至关重要：遵循Web供应商提供的建议，与供应商共享个人信息，以及从供应商的网站购买。供应商中的信任被定义为一种多维结构，具有两个相互关联的信任信念（对供应商的能力，仁慈和诚信的看法），以及信任依赖意图的意图（即使自己容易受到供应商的攻击）。提出了三个因素，以在供应商的结构保证中建立消费者信任（即消费者对网络环境安全性的看法），可感知的Web供应商声誉以及感知到的网站质量。该模型是在假设网站提供法律建议的背景下测试的。这三个因素都显着影响了网络供应商的消费者信任。那是。这些因素，尤其是网站质量和声誉。是供应商可以用来建立消费者信任的强大杠杆，以克服人们经常对网络环境安全的负面看法。该研究还表明，感知到的互联网风险会对消费者与基于Web的供应商进行交易的意图产生负面影响。 （c）2002 Elsevier Science B.V.保留所有权利。
This paper develops and tests a model of consumer trust in an electronic commerce vendor. Building consumer trust is a strategic imperative for web-based vendors because trust strongly influences consumer intentions to transact with unfamiliar vendors via the web. Trust allows consumers to overcome perceptions of risk and uncertainty, and to engage in the following three behaviors that are critical to the realization of a web-based vendor's strategic objectives: following advice offered by the web vendor, sharing personal information with the vendor, and purchasing from the vendor's web site.Trust in the vendor is defined as a multi-dimensional construct with two inter-related components-trusting beliefs (perceptions of the competence, benevolence, and integrity of the vendor), and trusting intentions-willingness to depend (that is, a decision to make oneself vulnerable to the vendor). Three factors are proposed for building consumer trust in the vendor structural assurance (that is, consumer perceptions of the safety of the web environment), perceived web vendor reputation, and perceived web site quality. The model is tested in the context of a hypothetical web site offering legal advice. All three factors significantly influenced consumer trust in the web vendor. That is. these factors, especially web site quality and reputation. are powerful levers that vendors can use to build consumer trust, in order to overcome the negative perceptions people often have about the safety of the web environment. The study also demonstrates that perceived Internet risk negatively affects consumer intentions to transact with a web-based vendor. (C) 2002 Elsevier Science B.V. All rights reserved.