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