Our research on experienced repeat online shoppers shows that consumer trust is as important to online commerce as the widely accepted TAM use-antecedents, perceived usefulness and perceived ease of use. Together these variable sets explain a considerable proportion of variance in intended behavior. The study also provides evidence that online trust is built through (1) a belief that the vendor has nothing to gain by cheating, (2) a belief that there are safety mechanisms built into the Web site, and (3) by having a typical interface, (4) one that is, moreover, easy to use.
|Author||David Gefen, Elena Karahanna, and Detmar W. Straub|
|Keywords||E-commerce, trust, TAM, familiarity, cognition-based trust, trust building processes, Net-enhanced B2C systems|