Swift Trust in Web Vendors: The Role of Appearance and Functionality

doi:10.4018/joeuc.2009092205

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Swift Trust in Web Vendors: The Role of Appearance and Functionality

Xin Li, Guang Rong, Jason B. Thatcher

Source Title: Journal of Organizational and End User Computing (JOEUC)21(1)

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MLA

Li, Xin, et al. "Swift Trust in Web Vendors: The Role of Appearance and Functionality." JOEUC vol.21, no.1 2009: pp.88-108. http://doi.org/10.4018/joeuc.2009092205

APA

Li, X., Rong, G., & Thatcher, J. B. (2009). Swift Trust in Web Vendors: The Role of Appearance and Functionality. Journal of Organizational and End User Computing (JOEUC), 21(1), 88-108. http://doi.org/10.4018/joeuc.2009092205

Chicago

Li, Xin, Guang Rong, and Jason B. Thatcher. "Swift Trust in Web Vendors: The Role of Appearance and Functionality," Journal of Organizational and End User Computing (JOEUC) 21, no.1: 88-108. http://doi.org/10.4018/joeuc.2009092205

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Abstract

With the growth of product search engines such as pricegrabber.com, Web vendors have many more casual visitors. This research examines how Web vendors may foster “swift trust” as a means to convert casual visitors to paying customers. We examine whether perceptions of Web sites’ appearance features (normality, social presence and third-party links) and functionality features (security, privacy, effort expectancy and performance expectancy) positively relate to swift trust in a Web vendor. Using a quasi-experimental research design, we empirically test the proposed relationships. Based on an analysis of 224 respondents, we found appearance and functionality features explained 61% of the variance in swift trust. The article concludes with a discussion of findings and implications.

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Swift Trust in Web Vendors: The Role of Appearance and Functionality

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