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| Author: | Stewart, K. J. |
| Title: | Trust Transfer on the World Wide Web |
| Journal: | Organization Science
2003 : JAN-FEB, VOL. 14:1, p. 5-17 |
| Index terms: | TRUST INTERNET ORGANIZATIONAL CULTURE ORGANIZATIONAL DEVELOPMENT |
| Language: | eng |
| Abstract: | This paper develops and tests a cognitive model of the trust transfer process, arguing that trust is transferred across hypertext links based on the perceived interaction and similarity of the linked organizations, and that institution-based trust is transferred from the traditional shopping channel to a Web-based organization based on evidence that the Web-based organization has a physical store. An experimental study shows that a hypertext link from one website to another increased the extent to which the linked organizations were perceived to have a business relationship and be similar. This paper discusses further development of the trust transfer model based on the social perception literature and explores implications for future research. |
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