This study develops and tests a model of online trust of a health care website. The model showed a statistically strong fit to the data (N=176). Trust was significantly explained by perceptions of credibility, ease of use, and risk. Perceived ease of use was a direct predictor of trust and an indirect predictor through credibility. Credibility was both a direct predictor of trust and an indirect predictor through risk.

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Bem Sex Role Inventory, business ethics education, business practitioners, cognitive moral development, gender, Gibbs, Kohlberg, sex, Sociomoral Reflection Objective Measure,

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