Building trust online: Interactions among trust building mechanisms

被引：144

作者：

Chang, Man Kit ^{[1
]}

Cheung, Waiman ^{[2
]}

Tang, Mincong ^{[3
]}

机构：

[1] Hong Kong Baptist Univ, Dept Finance & Decis Sci, Sch Business, Kowloon Tong, Hong Kong, Peoples R China

[2] Chinese Univ Hong Kong, Dept Decis Sci & Managerial Econ, Sch Business, Hong Kong, Hong Kong, Peoples R China

[3] Beijing Jiaotong Univ, Sch Econ & Management, Beijing, Peoples R China

来源：

INFORMATION & MANAGEMENT | 2013年 / 50卷 / 07期

关键词：

Interaction effect; Online shopping; Social exchange theory; Online trust production; Scenario method; CONSUMER TRUST;

D O I：

10.1016/j.im.2013.06.003

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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. (C) 2013 Elsevier B.V. All rights reserved.

引用

页码：439 / 445

页数：7

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