The development of initial trust in an online company by new customers

被引：534

作者：

Koufaris, M ^{[1
]}

Hampton-Sosa, W ^{[1
]}

机构：

[1] CUNY Bernard M Baruch Coll, Zicklin Sch Business, Dept Comp Informat Syst, New York, NY 10010 USA

来源：

INFORMATION & MANAGEMENT | 2004年 / 41卷 / 03期

关键词：

electronic commerce; initial trust; online customers; web site perceptions; technology acceptance model; web security;

D O I：

10.1016/j.im.2003.08.004

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 in online companies is a primary reason why many web users do not shop online. This study proposes a model to explain how new customers of a web-based company develop initial trust in the company after their first visit. The model is empirically tested using a questionnaire-based field study. The results indicate that perceived company reputation and willingness to customize products and services can significantly affect initial trust. Perceived web site usefulness, ease of use, and security control are also significant antecedents of initial trust. Finally, we found no support for the hypothesized effect of individual customer trust propensity on initial trust. (C) 2003 Elsevier B.V. All rights reserved.

引用

页码：379 / U5

页数：21

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