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URL :  Consumers’ Trust -Electronic Commerce Transactions
Author : Ramnath K. Chellappa
Detail : eBook Edition: 2007

Consumers’ trust in their online transactions is vital for the sustained progress and development of electronic commerce. Our paper proposes that in addition to known factors of trust such a vendor’s reputation, consumers’ perception of privacy and security influence their trust in online transactions. Our research shows that consumers exhibit variability in their perceptions of privacy, security and trust between online and offline transactions even if it is conducted with the same store. We build upon this finding to develop and validate measures of consumers' perceived privacy and perceived security of their online transactions which are then theorized to influence their trust in EC transactions. We propose that the perceptions of privacy and security are factors that affect the consumers’ trust in the institutional governance mechanisms underlying the Internet. We conduct two distinct empirical studies and through successive refinement and analysis using the Partial Least Squares technique, we test our hypothesized relationships while verifying the excellent measurement properties associated with our instrument. (From Author)

eBook Contents

Abstract - Introduction – Theory and hypotheses – Methodology - Discussion and conclusions - References

eBook License: Copyrighted (Personal Use Only)

Free PDF eBook - 249 Kb - 38 Pages
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