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| Author: | Schoder, D. Haenlein, M. |
| Title: | The relative importance of different trust constructs for sellers in the online world |
| Journal: | Electronic markets
2004 : VOL. 14:1, p. 48-57 |
| Index terms: | Electronic commerce Internet Selling Industries Companies Europe |
| Freeterms: | e-commerce e-business |
| Language: | eng |
| Abstract: | The paper focuses on the relative importance of different trust constructs for the seller-buyer relationship in commercial transactions over the Internet. Following the work of Rousseau et al (1998) and McKnight and Chervany (2002), this study analysed the relative importance of three different trust constructs, i.e institutional, calculative and relational trust, covering legal, technical, financial and psychological aspects. For this analysis, a conjoint-analytical approach is used based on a survey of 1.134 companies in the German-speaking part of Europe. The analysis has shown that trust in the regulatory framework (institutional trust) is by far the most important component of trust for sellers in the online world, accounting for 56 per cent of relative importance. The difference btw. calculative and relational trust is weaker, with relational trust being more important than the former (27 per cent vs. 17 per cent respectively), at least for some industry sectors. |
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