Journal
DECISION SUPPORT SYSTEMS
Volume 44, Issue 2, Pages 544-564Publisher
ELSEVIER
DOI: 10.1016/j.dss.2007.07.001
Keywords
the role of trust; electronic commerce; antecedents of trust; consumer trust; perceived risk; Internet consumer behavior; trusted third-party seal; privacy and security
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Are trust and risk important in consumers' electronic commerce purchasing decisions? What are the antecedents of trust and risk in this context? How do trust and risk affect an Internet consumer's purchasing decision? To answer these questions, we i) develop a theoretical framework describing the trust-based decision-making process a consumer uses when making a purchase from a given site, ii) test the proposed model using a Structural Equation Modeling technique on Internet consumer purchasing behavior data collected via a Web survey, and iii) consider the implications of the model. The results of the study show that Internet consumers' trust and perceived risk have strong impacts on their purchasing decisions. Consumer disposition to trust, reputation, privacy concerns, security concerns, the information quality of the Website, and the company's reputation, have strong effects on Internet consumers' trust in the Website. Interestingly, the presence of a third-party seal did not strongly influence consumers' trust. (C) 2007 Elsevier B.V. All rights reserved.
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