The dynamics of trust in B2C e-commerce: a research model and agenda

Abstract

Trust is a key factor that determines the success of Business to Consumer (B2C) e-commerce transactions. Research has identified several critical factors that influence trust. These have been incorporated into the design of e-commerce web portals; however a vast majority of potential users are still wary of online business transactions. This points to the need for the development of more sophisticated and comprehensive models that can provide additional insights into the true role played by trust in the adoption of e-commerce portals. Here we do so by focusing on trust as it pertains to B2C e-commerce transactions. Pertinent issues addressed are: (1) Is trust the critical factor that makes all the difference between users accepting or rejecting a B2C portal? (2) Are there factors that could play a more critical role in user acceptance/rejection of such portals? (3) If so, what is the relevance of trust relative to these factors? The research model and agenda introduced here enable researchers to view trust in its proper perspective as part of the bigger picture of technology acceptance.

Appendices

Appendix 1: List of journals related to e-commerce and organizational computing (www.uky.edu/BusinessEconomics/dssakba)

• Australian Journal of Electronic Commerce

• Computer-Mediated Communication Magazine

• Computer Supported Cooperative Work

• Decision Support Systems

• E-Business Advisor Magazine

• e-Service Quarterly

• Electronic Commerce Research

• Electronic Commerce Research and Applications

• Group Decision and Negotiation

• The Information Society

• Intelligent Enterprise

• International Journal of Cooperative Information Systems

• International Journal of Electronic Business

• International Journal of Electronic Commerce

• International Journal of Electronic Markets

• International Journal of Internet and Enterprise Management

• Journal of Computer-Mediated Communication

• Journal of Electronic Commerce in Organizations

• Journal of Electronic Commerce Research

• Journal of Hyperlinked Organization

• Journal of Organizational Computing and Electronic Commerce

• Organization Science

• Quarterly Journal of Electronic Commerce

• Universal Access in the Information Society

Appendix 2: Top Journals publishing IS research (www.isworld.org/csaunders/rankings.htm)

1.1 Journals devoted to MIS or IS specialty area

• MIS Quarterly

• Information Systems Research

• Journal of Management Information Systems

• Decision Support Systems

• Information and Management

• European Journal of Information Systems

• Communications of the AIS

• Journal of Information Systems Management

• Information Systems

• Information Resources Management Journal

1.2 Multidiscipline journals

• Management Science

• Decision Sciences

• Harvard Business Review

• Sloan Management Review

• Omega

• Organization Science

1.3 Reference discipline journals

• Communications of the ACM

• Journal of the ACM

• IEEE Transactions

• ACM Transactions

• Computer (IEEE)

• Any IEEE publication

• ACM Computing Surveys

• Academy of Management Journal

• Academy of Management Review

Appendix 3: Studies short-listed for review

[1] Gefen D (2000) E-commerce: the role of familiarity and trust. Omega, 28(6):725–737

[2] Gefen D, Straub D (2003) Managing user trust in B2C e-services. e-Service Journal, 2(2):7–24

[3] Gefen D, Karahanna E and Straub D (2003) Inexperience and experience with online stores: the importance of TAM and trust. IEEE Transactions on Engineering Management, 50(3): 307–321

[4] Gefen D, Karahanna E, Straub DW (2003) Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1):51–90

[5] Jarvenpaa SL, Tractinsky N (1999) Consumer trust in an internet store: a cross-cultural validation. Journal of Computer Mediated Communication, 5(2):1–35

[6] Jarvenpaa SL, Tractinsky N, Vitale M (2000) Consumer trust in an internet store. Information Technology and Management, 1(1):45–71

[7] Kimery KM, McCord M (2002) Third-party assurances: Mapping the road to trust in e-retailing. Journal of Information Technology Theory and Application, 4(2):63–82

[8] Koufaris M, Hampton-Sosa W (2004) The development of initial trust in an online company by new customers. Information and Management, 41(3):377–397

[9] Lee KO, Turban E (2001) A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1):75–91

[10] Liu C, Marchewka, JT, Lu J, Yu CS (2004) Beyond concern: a privacy–trust–behavioral intention model of electronic commerce. Information and Management, 42(1): 127–142

[11] Nöteberg A, Christiaanse E, Wallage P (2003) Consumer trust in electronic channels: The impact of electronic commerce assurance on consumers’ purchasing likelihood and risk perceptions. e-Service Journal, 2(2):46–67

[12] Pavlou PA, (2003) Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3):69–103

[13] Roy MC, Dewit O, Aubert BA (2001) The impact of interface usability on trust in web retailers. Internet Research, 11(5):388–398

[14] Stewart KJ (2003) Trust transfer on the world wide web. Organization Science, 14(1):5–17

[15] Suh B, Han I (2003) The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3):135–161

[16] Walczuch R, Lundgren H (2004) Psychological antecedents of institution-based consumer trust in e-retailing. Information & Management, 42(1):159–177

Appendix 4: Questionnaire measures for research model constructs (Likert scale)

1.1 Subjective norms (adapted from Hu et al. 2003; Venkatesh and Davis 2000; Venkatesh and Morris 2000)

• 1. My friends would think that I should use the online banking system.

• 2. My colleagues would think that I should use the online banking system.

• 3. People who influence my behavior would think that I should use the online banking system.

• 4. People who are important to me would think that I should use the online banking system.

1.2 Self efficacy (adapted from Hu et al. 2003; Venkatesh 2000)

I could complete the online banking transaction

• 1. If there was no one around to tell me what to do as I go.

• 2. If I had only the software manuals for reference.

• 3. If I had seen someone else using it before trying it myself.

• 4. If I could call someone for help if I got stuck.

• 5. If someone else had helped me get started.

• 6. If I had a lot of time to complete the job for which the software was provided.

1.3 Computer anxiety (Venkatesh 2000)

• 1. Computers do not scare me at all.

• 2. Working with a computer makes me nervous.

• 3. I do not feel threatened when others talk about computers.

• 4. It would not bother me to take computer courses.

• 5. Computers make me feel uncomfortable.

• 6. I feel at ease in a computer class.

• 7. I get a sinking feeling when I think of trying to use a computer.

• 8. I feel comfortable working with a computer.

• 9. Computers make me feel uneasy.

1.4 Trust (adapted from Jarvenpaa et al. 2000; Roy et al. 2001; Suh and Han 2003)

• 1. I know that this banker is honest.

• 2. This (online) bank is one that keeps promises and commitments.

• 3. This (online) bank has more to lose by not delivering on promises.

• 4. This (online) bank is very capable of performing their job.

• 5. This (online) bank is known to be successful at the things it tries to do.

• 6. This (online) bank has much knowledge about the work that needs to be done.

• 7. I feel very confident about this banker’s skills.

• 8. My needs and desires are very important to this banker.

Appendix 5: Summary of TAM research

 

External Factor	Reference	Affected TAM constructs
Subjective Norms	Venkatesh V, Morris MG (2000) Why don’t men ever stop to ask for directions? Gender, social influence and their role in technology acceptance and usage behavior. MIS Quart 24(1):115–139	Intention
	Hu P, Clark T, Ma W (2003) Examining technology acceptance by school teachers: a longitudinal study. Information and Management 41(2):227–241	Usefulness, Intention
	Venkatesh V, Davis FD (2000) A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science 46(2):186–204	Usefulness, Intention
	Lucas HC, Spitler VK (1999) Technology use and performance: a field study of broker workstations. Decision Sciences 30(2):291–311	Usefulness
	Lucas HC, Spitler VK (2000) Implementation in a world of workstations and networks. Inform Manage 38(2): 119–128	Intention
	Karahanna E, Straub DW (1999) The psychological origins of perceived usefulness and ease-of-use. Inform Manage 35(4):237–250	Usefulness
	Riemenschneider CK, Harrison DA, Mykytyn PP (2003) Understanding IT adoption decisions in small business: integrating current theories. Inform Manage 40(4):269–285	Intention
	Karahanna E, Limayem M (2000) E-Mail and V-Mail Usage: generalizing across technologies. Journal of organizational computing and electronic commerce, 10(1):49–66	Ease of use
Self Efficacy	Venkatesh V (2000) Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model Inform Syst Res 11(4):342–365	Ease of Use
	Hu P, Clark T, and Ma W (2003) Examining technology acceptance by school teachers: a longitudinal study. Inform Manage 41(2):227–241	Ease of Use, Intention
	Igbaria M, Iivari J (1995) The effects of self-efficacy on computer usage. OMEGA Int J Manage Sci 23(6):587–605	Ease of Use
	Chau PYK (2001) Influence of computer attitude and self-efficacy on IT usage behavior. J End User Comput 13(1):26–33	Usefulness
	Thong JYL, Hong W H, Tam, KR (2002) Understanding user acceptance of digital libraries: what are the roles of interface characteristics, organizational context, and individual differences? Int J Human-Comput Stud 57(3):215–242	Ease of Use
Computer Anxiety	Venkatesh V (2000) Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model. Inform Syst Res 11:342–365	Ease of use
	Igbaria M, Iivari J (1995) The effects of self-efficacy on computer usage. OMEGA International Journal of Management Science 23(6):587–605	Ease of use
	Igbaria M (1993) User acceptance of microcomputer technology: an empirical test. Omega, 21(1):73	Usefulness, Intention
Job Relevance	Hu P, Clark T, Ma W (2003) Examining technology acceptance by school teachers: a longitudinal study. Inform Manage 41(2):227–241	Usefulness
	Dishaw MT, Strong DM (1999) Extending the technology acceptance model with task-technology fit constructs. Inform Manage 36(1):9–21	Ease of Use
	Venkatesh V, Davis FD (2000) A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Manage Sci 46(2):186–204	Usefulness
	Thong JYL, Hong WH, Tam KR (2002) Understanding user acceptance of digital libraries: what are the roles of interface characteristics, organizational context, and individual differences? Int J Human-Computer Stud 57(3):215–242	Ease of Use, Usefulness
	Chau PYK, Lai VSK (2003) An empirical investigation of the determinants of user acceptance of Internet banking. J Org Comp Elect Com 13(2):123–146	Usefulness
Enjoyment	Agarwal R, Karahanna E (2000) Time flies when you are having fun: cognitive absorption and beliefs about information technology usage. MIS Quart 24(4):665–694	Usefulness, Ease of Use
	Venkatesh V, (2000) Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model. Inform Syst Res 11, 2000, 342–365	Ease of Use
	Heijden H, van der (2003) Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Inform Manage 40(6):541–549	Attitude, Intention
Playfulness	Venkatesh V (2000) Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model. Inform Syst Res 11:342–365	Ease of Use
	Moon JW, Kim YG (2001) Extending the TAM for a World-Wide-Web context. Inform Manage 38(4):217–230	Attitude, Intention
Compatibility	Hu P, Clark T, Ma W (2003) Examining technology acceptance by school teachers: a longitudinal study. Inform Manage 41(2): 227–241	Ease of Use, Usefulness
	Chen L, Gillenson ML, Sherrell DL (2002) Enticing online consumers: an extended technology acceptance perspective. Inform Manage 39(8):705–719	Attitude
	Chau PYK, Hu PJ (2002) Examining a model of information technology acceptance by individual professionals: An exploratory study. J Manage Inform Syst 18(4):191–229	Usefulness
	Gefen D, Karahanna E, Straub DW (2003) Trust and TAM in online shopping: an integrated model. MIS Quart 27(1):51–90	Ease of Use
Computer Attitude	Chau PYK, (2001) Influence of Computer Attitude and Self-Efficacy on IT Usage Behavior. J End User Comput 13(1):26–33	Usefulness
Image	Venkatesh V, Davis FD (2000) A theoretical extension of the technology acceptance model: four longitudinal field studies. Manage Sci 46(2):186–204	Usefulness
Result demonstrability	Venkatesh V, Davis FD (2000) A theoretical extension of the technology acceptance model: four longitudinal field studies. Manage Sci 46(2):186–204	Usefulness
Output quality	Venkatesh V, Davis FD (2000) A theoretical extension of the technology acceptance model: four longitudinal field studies. Manage Sci 46(2):186–204	Usefulness
Interaction Style	Wiedenbeck S, Davis S (1997) The influence of interaction style and experience on user perceptions of software packages. Int J Human-Comput Stud 46(5): 563–588	Ease of Use