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| Author: | Einwiller, S. |
| Title: | When reputation engenders trust: An empirical investigation in business-to-consumer electronic commerce |
| Journal: | Electronic markets
2003 : VOL. 13:3, p. 196-209 |
| Index terms: | Consumer behaviour Electronic commerce Internet Shopping Risk Germany |
| Freeterms: | e-commerce e-business WWW |
| Language: | eng |
| Abstract: | Consumers' enhanced risk perception is an important challenge to be met in electronic commerce. This research casts new light on the concept of trust, which is a vital mechanism when it comes to reduce perceived risk. Trust is conceptualized as a multi-dimensional concept comprised of a person's trusting attitudes toward the vendor, the system and the self as well as his or her trusting intention to buy from a vendor on the Internet. Based upon an online survey among 473 German Internet users, the interrelationships btw. the dimensions of trust and the influential role of vendor's as well as the system's reputation to engender trust is analyzed. Results show that a person's trusting intention is most strongly influenced by a person's trusting attitude toward the vendor. |
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