Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study  

Oleh:

Urban, Glen L. ; Sultan, Fareena ; Shankar, Venkatesh ; Bart, Yakov

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 133-154.
Topik: EMPIRICAL STUDIES; financial services sites

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The authors develop a conceptual model that links Web site and consumer charateristics, online trust and behavioral intent. They estimate this model on data from 6831 consumers across 25 sites from eight Web site categories, using structural equation analysis with a priori and post hoc segmentation. The results show that the influences of determinants of online trust are different across site categories and consumers. Privacy and order fullfiment are the most influential determinants of trust for sites in which both information risk and involvement are high, such as travel sites. Navigation is stringest for information-intensive sites, such as sports, protal and community sites. Brand stength is critical for high-involvement categories, such as automobile and financial services sites. Online trust partially mediates the relationships between Web site and consumer characteristics and behavioral intent, and this mediation is strongest (weakest) for sites oriented toward infrequently) purchased, high involvement items, such as computers (financial services).

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