Denise Christine Rieser
ABSTRACT
To this date the majority of the existing instruments to measure trustworthiness in an online context are based on Likert scaling [1,3,11]. These however are somewhat restricted in applicability. Statements formed in Likert scaling are typically addressing one specific website. Therefore, adjusting these statements for other websites can be accompanied with a loss of validity. To meet these limitations, we propose to use semantic differential. Research has shown that using semantic differential is appropriate to measure multidimensional constructs [8,12] such as trust. Our novel approach in measuring trustworthiness exceeds Likert based scaling in its effortless application in different online context and its better translatability. After one pre-study and two online-studies with a total of 554 participants we achieved to develop a questionnaire with nine items which is comparable to other existing questionnaires in terms of reliability and internal consistency. But it overcomes the limitation of Likert scale based questionnaire.
- Sandy C. Chen and Gurpreet S. Dhillon. 2003. Interpreting dimensions of consumer trust in ecommerce. Information Technology and Management 4, 2--3: 303--318. Google Scholar
Digital Library
- Jinsook Cho. 2006. The mechanism of trust and distrust formation and their relational outcomes. Journal of retailing 82, 1: 25--35. DOI: 10.1016/j.jretai.2005.11.002Google ScholarCross Ref
- Carlos Flavián, Miguel Guinalíu, and Raquel Gurrea. 2006. The influence of familiarity and usability on loyalty to online journalistic services: The role of user experience. Journal of Retailing and Consumer Services 13, 5: 363375. DOI: 10.1016/j.jretconser.2005.11.003Google ScholarCross Ref
- Oddgeit Friborg, Monica Martinussen, and Jan H. Rosenvinge. 2006. Likert-based vs. semantic differential-based scorings of positive psychological constructs: A psychometric comparison of two versions of a scale measuring resilience. Personality and Individual Differences 40, 5: 873--884.Google ScholarCross Ref
- David Gefen. 2002. Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database 33, 3: 3853. DOI: http://dx.doi.org/10.1145/569905.569910 Google ScholarDigital Library
- David Gefen, Elena Karahanna, and Detmar W. Straub. 2003. Trust and TAM in online shopping: an integrated model. MIS quarterly 27, 1: 51--90. Google ScholarDigital Library
- Ilyoo B. Hong and Hwihyung Cho. 2011. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C emarketplaces: Intermediary trust vs. seller trust. International Journal of Information Management 31, 5: 469--479. Google ScholarDigital Library
- Bettina Laugwitz, Theo Held, and Martin Schrepp. 2008. Construction and evaluation of a user experience questionnaire. Springer Berlin Heidelberg.Google Scholar
- June Lu, Luzhuang Wang, and Linda A. Hayes. 2012. How Do Technology Readiness, Platform Functionality and Trust Influence C2C User Satisfaction? Journal of Electronic Commerce Research 13, 1: 50--69.Google Scholar
- James C. McCroskey and Jason J. Teven. 1999. Goodwill: A reexamination of the construct and its measurement. Communications Monographs 66, 1: 99--103.Google ScholarCross Ref
- Harrison D. McKnight, Vivek Choudhury, and Charles Kacmar. 2002. Developing and validating trust measures for e-commerce: An integrative typology. Information systems research 13, 3: 334--359. Google ScholarDigital Library
- Tibert Verhagen, Bart van den Hooff, and Selmar Meents. 2015. Toward a Better Use of the Semantic Differential in IS Research: An Integrative Framework of Suggested Action. Journal of the Association for Information Systems 16, 2: 108--143.Google ScholarCross Ref
Index Terms
- Measuring Trust: The Simpler the Better?
Recommendations
Individual Trust in Online Firms: Scale Development and Initial Test
The importance of trust as a key facilitator of electronic commerce is increasingly being recognized in academic and practitioner communities. However, empirical research in this area has been beset by conflicting conceptualizations of the trust ...
Exploring user adoption of mobile banking: an empirical study in China
With the development of mobile technology, the number of people using mobile devices has increased greatly in China. While many reports indicate that mobile banking service has been applied in China, little is known about how people perceived this ...
Study of Online Stickiness: Its Antecedents and Effect on Repurchase Intention
IC4E '10: Proceedings of the 2010 International Conference on e-Education, e-Business, e-Management and e-LearningBecause online consumers can easily switch to other e-commerce sites, their online loyalty is generally not high. How to attract the attention of online consumers and make them stick with the website has become a big challenge for e-commerce companies. ...
Comments