Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce

doi:10.4018/joeuc.2009010102

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Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce

Young Hoon Kim, Dan J. Kim, Yujong Hwang

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

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MLA

Kim, Young Hoon, et al. "Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce." JOEUC vol.21, no.1 2009: pp.37-59. http://doi.org/10.4018/joeuc.2009010102

APA

Kim, Y. H., Kim, D. J., & Hwang, Y. (2009). Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce. Journal of Organizational and End User Computing (JOEUC), 21(1), 37-59. http://doi.org/10.4018/joeuc.2009010102

Chicago

Kim, Young Hoon, Dan J. Kim, and Yujong Hwang. "Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce," Journal of Organizational and End User Computing (JOEUC) 21, no.1: 37-59. http://doi.org/10.4018/joeuc.2009010102

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Abstract

This study offers insight into whether trust-building and purchase intention can be affected by incorporating a motivational factor such as self-efficacy into online consumer trust-building. Previous e-trust study has illuminated individual online consumer trust in e-commerce as the outcome of a subjective judgment mechanism. In an effort to expand understanding of trust-building, self-efficacy, an important factor in explaining motivation of individual judgments and behaviors, has been incorporated into the domain of business-to-consumer (B2C) e-commerce. To overcome the limitation of the introduction of self-efficacy attempted in existing information system study, domain-specific self-efficacy has been introduced in the online purchases situation, and the relationship between general self-efficacy and situation-specific self-efficacy also has been taken into consideration. Results show that online transaction self-efficacy, as proposed and used as a situation-specific self-efficacy, affects trust in the online vendor and positively influences an individual online consumer’s purchase intention.

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Exploring Online Transaction Self-Efficacy in Trust Building in B2C E-Commerce

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