Reflections on the dimensions of trust and trustworthiness among online consumers
Trust is emerging as a potentially central aspect leading to IT acceptance. It is especially needed in the case of gaining and later retaining consumers of online vendors. This has been shown by previous research using single dimensional constructs. But trust can also be viewed as a multi-dimensiona...
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| Published in | ACM SIGMIS Database: the DATABASE for Advances in Information Systems Vol. 33; no. 3; pp. 38 - 53 |
|---|---|
| Main Author | |
| Format | Journal Article Trade Publication Article |
| Language | English |
| Published |
New York, NY, USA
ACM
29.08.2002
ACM-SIGMIS |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0095-0033 1532-0936 1532-0936 |
| DOI | 10.1145/569905.569910 |
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| Abstract | Trust is emerging as a potentially central aspect leading to IT acceptance. It is especially needed in the case of gaining and later retaining consumers of online vendors. This has been shown by previous research using single dimensional constructs. But trust can also be viewed as a multi-dimensional construct combining specific beliefs (sometimes labeled as trustworthiness) that either directly or through an overall assessment of trust influence relevant behavioral intentions. To show the need to examine trust in a multi-dimensional perspective, this study proposes a three-dimensional scale of trustworthiness dealing with integrity, benevolence, and ability in the unique case of online consumer trust, and then shows the importance of examining the effects of each dimension individually. The data show that trustworthiness and trust should not be regarded as a single construct with a single effect. Rather, different beliefs influence different consumer activity intentions. Window-shopping intentions was affected by the ability-trustworthiness of the vendor, while overall trust in the vendor and its integrity-trustworthiness affected purchase intentions. The importance of differentiating among online customer activities and what dimensions of trustworthiness affect each is discussed. |
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| AbstractList | Trust is emerging as a potentially central aspect leading to IT acceptance. It is especially needed in the case of gaining and later retaining consumers of online vendors. This has been shown by previous research using single dimensional constructs. But trust can also be viewed as a multi-dimensional construct combining specific beliefs (sometimes labeled as trustworthiness) that either directly or through an overall assessment of trust influence relevant behavioral intentions. To show the need to examine trust in a multi-dimensional perspective, this study proposes a three-dimensional scale of trustworthiness dealing with integrity, benevolence, and ability in the unique case of online consumer trust, and then shows the importance of examining the effects of each dimension individually. The data show that trustworthiness and trust should not be regarded as a single construct with a single effect. Rather, different beliefs influence different consumer activity intentions. Window-shopping intentions was affected by the ability-trustworthiness of the vendor, while overall trust in the vendor and its integrity-trustworthiness affected purchase intentions. The importance of differentiating among online customer activities and what dimensions of trustworthiness affect each is discussed. Trust is emerging as a potentially central aspect leading to IT acceptance. It is especially needed in the case of gaining and later retaining consumers of online vendors. This has been shown by previous research using single dimensional constructs. But trust can also be viewed as a mufti-dimensional construct combining specific beliefs that either directly or through an overall assessment of trust influence relevant behavioral intentions. To show the need to examine trust in a mufti-dimensional perspective, this study proposes a 3D scale of trustworthiness dealing with integrity, benevolence, and ability in the unique case of online consumer trust, and then shows the importance of examining the effects of each dimension individually. The data show that trustworthiness and trust should not be regarded as a single construct with a single effect. Rather, different beliefs influence different consumer activity intentions. Window-shopping intentions was affected by the ability-trustworthiness of the vendor, while overall trust in the vendor and its integrity-trustworthiness affected purchase intentions. The importance of differentiating among online customer activities and what dimensions of trustworthiness affect each is discussed. |
| Author | Gefen, David |
| Author_xml | – sequence: 1 givenname: David surname: Gefen fullname: Gefen, David organization: Drexel University |
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| Keywords | trust trustworthiness integrity trust scales world wide web ability benevolence electronic commerce |
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| References_xml | – reference: Larzelere, R.E. and Huston, T.L. (1980). "The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationships," Journal of Marriage and the Family, Vol. August, No. pp. 595--604. – reference: Nunnally, J.C. and Bernstein, I.H. (1994). Psychometric Theory, New York: McGraw-Hill. – reference: Gefen, D. (1997). "Building Users' Trust in Freeware Providers and the Effects of this Trust on Users' Perceptions of Usefulness, Ease of Use and Intended Use," unpublished Dissertation, Georgia State University. – reference: Gefen, D. (2000). "E-Commerce: The Role of Familiarity and Trust," Omega: The International Journal of Management Science, Vol. 28, No. 6, pp. 725--737. – reference: Ramaswani, S.N., Srinivasan, S.S. and Gorton, S.A. (1997). "Information Asymmetry Between Salesperson and Supervisor: Postulates from Agency and Social Exchange Theory," Jouranl of Personal Selling & Sales Management, Vol. 17, No. 3, pp. 29--50. – reference: Jarvenpaa, S.L., Knoll, K. and Leidner, D.E. (1998). "Is Anybody Out There? Antecedents of Trust in Global Virtual Teams," Journal of Management Information Systems, Vol. 14, No. 4 (Spring), pp. 29--64. – reference: Davis, F.D. (1989). "Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology," MIS Quarterly, Vol. 13, No. 3 (September), pp. 319--340. – reference: Deutsch, M. (1958). "Trust and Suspicion," Conflict Resolution, Vol. 2, No. 4, pp. 265--279. – reference: McKnight, D.H. and Chervany, N.L. (2001). "While Trust is Cool and Collected, Distrust is Fiery and Frenzied: A Model of Distrust Concepts," Proceedings of the Americas Conference on Information Systems, Boston, Massachusetts, pp. 883--888. – reference: Reichheld, F.F. and Schefter, P. (2000). 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"Boo.com Failure Raises Questions About Online Boutiques," Computerworld Online, http://www.computerworld.com/home/print.nsf/CWFlash/000612E76A. – reference: Rosencrance, L. (2000b). "Amazon.com's Privacy Policies in Spotlight Again, U.S., U.K. probes urged," Computerworld, http://www.computerworld.com/cwi/story/0,1199,NAV47_STO54993,00.html. – reference: Gefen, D. (2002). "Nurturing Clients' Trust to Encourage Engagement Success During the Customization of ERP Systems," Omega: The International Journal of Management Science, forthcoming. – reference: Lewis, J.D. and Weigert, A. (1985). "Trust as a Social Reality," Social Forces, Vol. 63, No. 4(June), pp. 967--985. – reference: Ohlson, K. (1999). "e-Commerce Vendors Team to Help Better Track Web Shoppers," Computerworld Online, www.computerworld.com/home/news.nsf/cwflash/9903232andro. – reference: The Economist (2000). 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| SubjectTerms | Applied computing Behavior Consumer behavior Consumers Data integrity Electronic commerce Honesty Human computer interaction (HCI) Human-centered computing Shopping Studies Trust World Wide Web |
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| Title | Reflections on the dimensions of trust and trustworthiness among online consumers |
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