2 research outputs found
Modelling and testing consumer trust dimensions in e-commerce
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
Empirically testing the dimensions of consumer trust in e-commerce
In the fields of marketing and general management, many are the contributions of
literature relating trust and e‐commerce. Trust is perceived as an issue that concerns the
consumers’ intention to purchase. As so, in this research, a path model is empirically tested in
order to develop solutions for Internet vendors on how to deal with consumers and increase their
trust. The path model measures how the dimensions of trust, named as competence, integrity and
benevolence positively influence the overall trust of the consumers and at the same time how the
sources of trust – consumer characteristics, firm characteristics, website infrastructure and
interactions influence those dimensions. The data used to test the model was collected in
Portugal, through 365 valid cases. Findings revealed that consumers, which have high level of
overall trust, are more likely to intent to purchase online