Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers?: A Large-Scale Exploratory Empirical Study

Journal of Marketing, Vol. 69, No. 4, pp. 133-152, October 2005

Northeastern U. D’Amore-McKim School of Business Research Paper No. 380404

48 Pages Posted: 17 Feb 2003 Last revised: 30 Mar 2015

See all articles by Yakov Bart

Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Venkatesh Shankar

Texas A&M University - Department of Marketing

Fareena Sultan

Northeastern University - Marketing Area

Glen L. Urban

Massachusetts Institute of Technology (MIT) - Sloan School of Management

Date Written: April 20, 2005

Abstract

The authors develop a conceptual model that links Web site and consumer characteristics, online trust, and behavioral intent. They estimate this model on data from 6831 consumers across 25 sites from eight Web site categories, using structural equation analysis with a priori and post hoc segmentation. The results show that the influences of the determinants of online trust are different across site categories and consumers. Privacy and order fulfillment are the most influential determinants of trust for sites in which both information risk and involvement are high, such as travel sites. Navigation is strongest for information-intensive sites, such as sports, portal, and community sites. Brand strength is critical for high-involvement categories, such as automobile and financial services sites. Online trust partially mediates the relationships between Web site and consumer characteristics and behavioral intent, and this mediation is strongest (weakest) for sites oriented toward infrequently (frequently) purchased, high-involvement items, such as computers (financial services).

Keywords: E-Business, Trust, Internet marketing, Web site design, Online strategy

Suggested Citation

Bart, Yakov and Shankar, Venkatesh and Sultan, Fareena and Urban, Glen L., Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers?: A Large-Scale Exploratory Empirical Study (April 20, 2005). Journal of Marketing, Vol. 69, No. 4, pp. 133-152, October 2005 ; Northeastern U. D’Amore-McKim School of Business Research Paper No. 380404. Available at SSRN: https://ssrn.com/abstract=380404 or http://dx.doi.org/10.2139/ssrn.380404

Yakov Bart (Contact Author)

Northeastern University - D'Amore-McKim School of Business ( email )

Boston, MA 02115
United States

Venkatesh Shankar

Texas A&M University - Department of Marketing ( email )

430 Wehner
College Station, TX 77843-4218
United States

HOME PAGE: http://www.venkyshankar.com

Fareena Sultan

Northeastern University - Marketing Area ( email )

Boston, MA 02115
United States
617-373-8555 (Phone)
617-373-8366 (Fax)

HOME PAGE: http://www.cba.neu.edu/~fsultan

Glen L. Urban

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

E52-473
Cambridge, MA 02142
United States
617-253-6615 (Phone)
617-258-6617 (Fax)

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