An Examination of Consumers’ High and Low Trust as Constructs for Predicting Online Shopping Behavior

Abstract

This research examines the constructs of high and low trust on consumers’ behavior with online shopping. The authors developed a research model and instrument to study the trust construct in the acceptance online shopping applications. The authors hypothesized that trust positively influences a person’s intention to purchase from a virtual store and that trust positively affects the consumer’s attitude toward using the e-store. Consumers who trust an online company feel more committed to it. Previous research showed that the causal antecedents of customer confidence in e-tailers included the site’s ease of use, the level of online shopping resources, and existence of a trusted third party seal. The authors developed a survey instrument where in a sample of 940 respondents the constructs yielded respectable reliability and construct validity. The authors conducted analysis for the measurement reliability and validity by Cronbach alpha reliability coefficients and confirmatory factor analysis using AMOS 21. The measurement scales for this instrument showed strong psychometric properties. Average Variance Extracted (AVE) was extracted for assessing convergent and discriminant validity showing strong support for the research model. The causal structure of the research models was tested using a Structural Equation Model (SEM). The authors found that intrinsic motivation was more important for attitude toward online purchasing among high truster persons, and under low institution environments, people tended to form positive attitudes mainly based on preserved usefulness without intrinsic motivation. The authors found that attitude toward using acts as a strong predictor of behavioral intention to use and actual usage of online shopping technologies. According to the authors’ results, trust provides the foundation with which intrinsic motivation will work well. In other words, trust may have long-term effects on online shopping behavior.

Japan’s Model of Mobile Ecosystem Success: The Case of NTT DoCoMo

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The Effect of Reciprocity on Mobile Wallet Intention

“…A variation of trust is trustworthiness, the qualitative level of trust perceived by others in a person. (Wilson & Eckel 2010;Amoroso & Mukahi 2013;Fleming et al 2014). In the IS literature, reciprocity and trust are forms of relational social capital; trust covaries with reciprocity to lead to higher volume and quality of knowledge sharing in virtual communities (Chiu et al 2006).…”

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Trustworthiness, Security and the Decision to Buy on Electronic Platforms: Validity studies of a scale

“…For example, Hoffman et al (1999) concluded that around 95% of website users refrained from providing requested personal data on one or more occasions and that 69% of those who refused to provide the data did so because the businesses failed to provide information on how said data would be used. Furthermore, even when businesses adopt encryption practices to ensure data confidentiality and security during a transaction (Secure Sockets Layer -SSL and Secure Electronic Transaction -SET), a part of potential customers refrain from using digital banking services (Luarn & Lin, 2004), which suggests that the greatest problem does not lie in objective security conditions, but rather in subjective psychological factors (Amoroso & Mukahi, 2013;Grabner-Krauter & Bitter, 2015;Hsiao, 2009;Kim et al, 2008;Nguyen et al, 2018;Oliveira et al, 2017).…”