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| Author: | Koufaris, M. Hampton-Sosa, W. |
| Title: | The development of initial trust in an online company by new customers |
| Journal: | Information & Management
2004 : JAN, VOL. 41:3, p. 377-397 |
| Index terms: | Electronic commerce Electronic shopping Customers Consumer behaviour Consumer satisfaction Computer security Models |
| Freeterms: | e-business e-commerce WWW |
| Language: | eng |
| Abstract: | Lack of trust (hereafter as: l-of-t.) 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 (here as: ini-t.) 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 ini-t. Perceived Web site usefulness, ease of use, and security control are also significant antecedents of ini-t. Finally, there is no support found for the hypothesized effect of individual customer trust propensity on ini-t. |
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