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The Effect of Propensity to Trust on Customers’ Initial Trust in Web-Based Online Stores

The Effect of Propensity to Trust on Customers’ Initial Trust in Web-Based Online Stores
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Author(s): Euijin Kim (Morehead State University, USA) and Suresh Tadisina (Southern Illinois University, Carbondale, USA)
Copyright: 2006
Pages: 4
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.ch053
ISBN13: 9781616921286
EISBN13: 9781466665361

Abstract

Propensity to trust has been considered as a direct predictor of trust and as a moderator of the relationships between trust and its predictors. Our model provides a relatively comprehensive yet parsimonious model to examine the effect of propensity to trust on customers’ initial trust in Web-based online stores. Our study showed evidence of the moderating effect of propensity to trust on the relationships between part of initial trust (goodwill) and its two predictors (company profile and website quality). Interestingly, however, we found no evidence of the direct effect of propensity to trust on initial trust.

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