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
48 Pages Posted: 17 Feb 2003 Last revised: 30 Mar 2015
Date Written: April 20, 2005
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
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