Paper Info
Title
A preliminary assessment of different trust formation models: the effect of third party endorsements on online shopping
Abstract
This study investigates two trust building models - Mayer's factor-based model, and McKnight's process-based model of trust formation. It critically outlines the two different models of trust formation and adapts them for application in an online environment. Through a series of case studies we undertake a preliminary assessment of which model fits better to online shopper behaviors. We use the cases and interviews of online shoppers to understand how trust is formed in new online shopping experiences, and develop preliminary insights into the effectiveness of third party endorsements for trust building. We focus on comparative impact of satisfied customers' individual endorsements and portal affiliation. The findings of interviews raise our understanding of online trust formation and online consumer buying intentions. Also, this study raises a number of hypotheses, and suggests how Internet firms should utilize different endorsement strategies.
Year
DOI
Venue
2003
10.1109/HICSS.2003.1174443
HICSS
Keywords
Field
DocType
Internet,consumer behaviour,customer satisfaction,electronic commerce,portals,retailing,socio-economic effects,Internet firms,customer satisfaction,factor-based model,individual endorsement,online shopper behavior,online shopping,portal affiliation,process-based model,third party endorsement,trust building strategy,trust formation model assessment
Customer satisfaction,Advertising,Consumer behaviour,Computer science,Third party,Marketing,The Internet
Conference
ISBN
Citations 
PageRank 
0-7695-1874-5
10
0.56
References 
Authors
4
3
Name
Order
Citations
PageRank
Sarah P. W. Shek1100.56
Choon-ling Sia280042.96
Kai H. Lim396049.39