Fang, Yulin

McCole, Patrick

Qureshi, Israr

Ramsey, Elaine

English

AIS Electronic Library (AISeL)

The Moderating Role of Perceived Effectiveness of Third-Party Control on Trust and Online Purchasing Intentions

This study proposes a research model to understand the moderating role of customers' perceived effectiveness of third-party control in the e-commerce environment on (1) the trust building process and (2) the effect of trust on customers' online purchasing intention. The model was tested using a sample of 383 online consumers collected in New Zealand. The results show that perceived effectiveness of third-party control moderates the effect of trust in predicting online purchasing intention. Furthermore, the results differentiated the mediating effects of trust between online vendor-specific factors (i.e., perceived website quality, capability of order fulfillment, and reputation) and purchasing intention, such that trust does not mediate when perceived effectiveness of third-party control is low. Academic and practical implications and future research are also discussed.</p

Queen's University Belfast Research Portal

The moderating role of perceived effectiveness of third-party control on trust and online purchasing intentions

https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1699&amp;context=amcis2007

The Moderating Role of Perceived Effectiveness of Third-Party Control on Trust and Online Purchasing Intentions

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Queen's University Belfast Research Portal