دانلود رایگان مقاله مدلسازی و آزمایش ابعاد اعتماد مصرف کننده در تجارت الکترونیک

Abstract

Prior research has found trust to play a significant role in shaping purchase intentions of a consumer. However there has been limited research where consumer trust dimensions have been empirically defined and tested. In this paper we empirically test a path model such that Internet vendors would have adequate solutions to increase trust. The path model presented in this paper measures the three main dimensions of trust, i.e. competence, integrity, and benevolence. And assesses the influence of overall trust of consumers. The paper also analyses how various sources of trust, i.e. consumer characteristics, firm characteristic, website infrastructure and interactions with consumers, influence dimensions of trust. The model is tested using 365 valid responses. Findings suggest that consumers with high overall trust demonstrate a higher intention to purchase online.

5. Discussion and Conclusions

5.1. Theoretical implications

The primary contribution and strength of this research lies on the path model, which combines the sources and dimensions of trust in order to explain overall trust on consumers’ intention to purchase online.

Previous studies, such as those of Gefen (2000), identified that primarily people's disposition to trust affects their trust in the vendor. Mcknight et al. (2002), postulate that structural assurance, perceived web vendor reputation and website quality are all powerful levers that vendors can use to build consumer trust. A study on the effect of trust and risk in consumers' electronic commerce purchasing decisions by Kim et al. (2008) found that consumer disposition to trust, reputation, privacy concerns, security concerns, information quality of the website and company reputation all have strong effect on consumers' trust in the website. At the same time, Chang (2008) measured the importance of web site brand, and website quality on influencing purchase intention. Lately, in their research, Crespo & Bosque (2010) conclude that attitude towards e-commerce, subjective norm and perceived risk are the main factors that affect the decision to purchase from electronic retailers, thus confirming that greater usability and website satisfaction increases consumers' trust and loyalty (Flavián, et al., 2006), and that website quality and third party institutions improve consumers' trust (Jones & Leonard, 2008).