TY - JOUR
T1 - Building trust online
T2 - Interactions among trust building mechanisms
AU - Chang, Ludwig M K
AU - Cheung, Waiman
AU - Tang, Mincong
N1 - Funding Information:
This research project is funded in part by the Asian Institute of Supply Chains & Logistics, CUHK .
PY - 2013/11
Y1 - 2013/11
N2 - 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.
AB - 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.
KW - Interaction effect
KW - Online shopping
KW - Online trust production
KW - Scenario method
KW - Social exchange theory
UR - http://www.scopus.com/inward/record.url?scp=84881280695&partnerID=8YFLogxK
U2 - 10.1016/j.im.2013.06.003
DO - 10.1016/j.im.2013.06.003
M3 - Journal article
AN - SCOPUS:84881280695
SN - 0378-7206
VL - 50
SP - 439
EP - 445
JO - Information and Management
JF - Information and Management
IS - 7
ER -