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Cognitive Antecedents of Trust in Electronic Commerce Among Chinese Internet Users

Cognitive Antecedents of Trust in Electronic Commerce Among Chinese Internet Users
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Author(s): Yuan Gao (Ramapo College of New Jersey, USA) and Dean Xu (Peking University, China)
Copyright: 2006
Pages: 3
Source title: Emerging Trends and Challenges in Information Technology Management
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-019-6.ch229
ISBN13: 9781616921286
EISBN13: 9781466665361

Abstract

The lack of trust in online companies is a main reason that hinders the growth of the population of online shoppers. In brick and mortar stores, customers develop trust through physical surroundings and face-to-face interaction with a salesperson. In the virtual world, that physical environment is replaced by the screen of a Web browser. Consumers’ cognitive perceptions of this environment could potentially influence their trust in transacting with a vendor through this medium. This research proposes a new model of antecedents of trust based on existing consumer research in the Web environment. It argues that the cognitive perceptions of informativeness, entertainment, and irritation of the online shopping environment, coupled with an individual’s trust propensity, predict his or her general trust in e-commerce. This model also tests the impact of these cognitive perceptions on an individual’s trusting intention to use e-commerce sites for future shopping needs.

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