Document Type

Journal Article

Department/Unit

Department of Finance and Decision Sciences

Title

Building trust online: Interactions among trust building mechanisms

Language

English

Abstract

Lack of trust has been shown to be a major obstacle to the adoption of online shopping. However, there has been little investigation of the effectiveness of various trust building mechanisms and their interactions. In our study, three trust building mechanisms (third-party certification, reputation, and return policy), were examined. A scenario survey method was used for data collection. 463 usable questionnaires were collected from respondents with diverse backgrounds. Regression results showed that all three trust building mechanisms had significant positive effect on trust of the online vendor. However, their effects were not simple; they interacted to produce a different overall effect on the level of trust. These results have both theoretical and practical implications. © 2013 Elsevier B.V.

Keywords

Interaction effect, Online shopping, Online trust production, Scenario method, Social exchange theory

Publication Date

2013

Source Publication Title

Information and Management

Volume

50

Issue

7

Start Page

439

End Page

445

Publisher

Elsevier

DOI

10.1016/j.im.2013.06.003

Link to Publisher's Edition

http://dx.doi.org/10.1016/j.im.2013.06.003

ISSN (print)

03787206

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