Untangling the Antecedents and Covariates of E‐Commerce Trust: Institutional Trust vs. Knowledge‐Based Trust

Abstract

A b s t r a c t Through experimentation, we establish a causal relationship between structural assurance and both vendor trustworthiness (knowledge-based trust) and technology trustworthiness (institution-based trust). We expand the definitions of structural assurance and institution-based trust to include the element of security measures employed by the marketplace technology. Situational normality demonstrates a causal relationship with technology trustworthiness, and with vendor trustworthiness, the latter only when the covariates of familiarity with the Internet and a person's initial trust are controlled.

Types of structural assurance and their relationships with trusting intentions in business-to-consumer e-commerce

“…SA can be the most significant predictor for a web vendor's perceived trustworthiness, besides calculativebased beliefs, situational normality and familiarity (Gefen et al 2003). Wingreen and Baglione (2005) found that SA can increase both vendor trustworthiness and technology trustworthiness. In the context of online investing, investors' beliefs about the overall online investment environment and the protection from regulatory agencies have stronger influence on the perceived trustworthiness of the online broker than the perceived competence of the broker even after some of the influence of SA was channeled through perceived competence (Balasubramanian et al 2003).…”

Consumer Trust in Internet Shopping in Ireland: Towards the Development of a More Effective Trust Measurement Instrument

“…Cheung and Lee's measurement instrument has been widely published (2000a, b; 2001; 2002; 2003) and cited by authors in international peer-reviewed journals such as the Journal of Global Information Management (Corner et al, 2005), the Journal of E-Commerce in Organisations (Cheung et al, 2005), Electronic Markets (Wingreen and Baglione, 2005), the International Journal of Management (Parnell et al, 2003) and the International Journal of Electronic Commerce (Hampton-Sosa and Koufaris, 2005). The instrument has been previously applied in the United States (Borchers, 2001).…”

Dominant Factors for Online Trust

“…Findings from a study carried out by [60] in U.S.A., Singapore, and China indicated that propensity to trust has a positive impact on consumer trust in electronic commerce. Similarly, the research conducted by [67] also suggested that propensity to trust positively affects online trust.…”

“…The factors were: online trust [22], [23], [31], [34], [40], [48], reputation [34], [40], [60], perceived security [10], [40], [61], [63], perceived privacy [10], [8], [64], [63], propensity to trust [10], [22], [48], [60], [67], third-party assurance [10], [23], familiarity [22], [23], [67], website quality [11], [14], [44], [48], brand [18], [68], and customer service [58].…”