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Empirically testing the dimensions of consumer trust in e-commerce
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Resumo(s)
In the fields of marketing and general management, many are the contributions of
literature relating trust and e‐commerce. Trust is perceived as an issue that concerns the
consumers’ intention to purchase. As so, in this research, a path model is empirically tested in
order to develop solutions for Internet vendors on how to deal with consumers and increase their
trust. The path model measures how the dimensions of trust, named as competence, integrity and
benevolence positively influence the overall trust of the consumers and at the same time how the
sources of trust – consumer characteristics, firm characteristics, website infrastructure and
interactions influence those dimensions. The data used to test the model was collected in
Portugal, through 365 valid cases. Findings revealed that consumers, which have high level of
overall trust, are more likely to intent to purchase online.
Descrição
Palavras-chave
E‐commerce Trust Competence Benevolence Integrity