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Perceived trustworthiness of online shops
Author(s) -
Büttner Oliver B.,
Göritz Anja S.
Publication year - 2008
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.235
Subject(s) - trustworthiness , psychology , scale (ratio) , risk perception , social psychology , internet privacy , perception , computer science , physics , quantum mechanics , neuroscience
AbstractTrust has been found to be crucial for consumer behaviour towards online shops. However, existing studies on the role of trust in electronic commerce are mainly based on ad hoc scales to measure trustworthiness, merely rely on self‐reported consequences of trust such as intention to buy, and focus on low‐risk products. In a web‐based study, 634 participants interacted with a provider of medical goods, that is a simulated online pharmacy. The study develops and employs a psychometrically sound scale for assessing perceived trustworthiness of online shops. Moreover, it examines the impact of trustworthiness on both consumers' intended and actual behaviour towards online shops. Results show that trustworthiness promotes both intention to buy and actual financial risk taking. Perceived risk was not found to moderate the relationship between trustworthiness and intention to buy. Instead, trustworthiness partially mediated the influence of perceived risk on intention to buy. The results from the scale development challenge multidimensional conceptualizations of trust; comparing this finding with other studies suggests that the duration of the relationship might moderate the dimensionality of trust. Copyright © 2008 John Wiley & Sons, Ltd.