The development of initial trust in an online company by new customers

Lack of trust in online companies is a primary reason why many web users do not shop online. This study proposes a model to explain how new customers of a web-based company develop initial trust in the company after their first visit. The model is empirically tested using a questionnaire-based field...

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Bibliographic Details
Published in:Information & management 2004-01, Vol.41 (3), p.377-397
Main Authors: Koufaris, Marios, Hampton-Sosa, William
Format: Article
Language:English
Subjects:
Consumer attitudes
Electronic commerce
Exact sciences and technology
Information and communication sciences
Information science. Documentation
Initial trust
Library and information science. General aspects
Network security
Online customers
Perceptions
Sciences and techniques of general use
Studies
Technology acceptance model
Use and user studies. Information needs
Web security
Web site perceptions
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Summary:Lack of trust in online companies is a primary reason why many web users do not shop online. This study proposes a model to explain how new customers of a web-based company develop initial trust in the company after their first visit. The model is empirically tested using a questionnaire-based field study. The results indicate that perceived company reputation and willingness to customize products and services can significantly affect initial trust. Perceived web site usefulness, ease of use, and security control are also significant antecedents of initial trust. Finally, we found no support for the hypothesized effect of individual customer trust propensity on initial trust.
ISSN:0378-7206
1872-7530
DOI:10.1016/j.im.2003.08.004